Thursday, November 30, 2023

D3 Completes LED Marquee for Disney’s New Amsterdam Theatre

New York, NY, USA /PRNewswire/ — D3 LED, LLC (D3), a global leader in design, engineering and technology for the LED (light emitting diode) display market, has announced its completion of the first state-of-the-art LED display marquee and digital media system in Broadway theatre history for New Amsterdam Theatre at 214 West 42nd Street in New York City.

Completed in 1903, the landmark New Amsterdam Theater is currently leased by The Walt Disney Corporation and is one of the oldest surviving Broadway theatres. D3 was contracted by Disney Theatrical Group to replace old backlit vinyl signage with a custom designed digital marquee display that would complement the original aesthetics of the legendary Broadway destination. To accomplish this, D3 engineers and project managers worked closely with the New York State Historic Landmark Preservation Commission throughout the design process to ensure preservation of the building’s historic architectural elements.

D3 was selected for this project based on past performance with the Disney brand and its industry leading technology that provides best-in-class image quality and viewing angles, plus the most versatile control system. In 2010 D3 designed and manufactured large-scale storefront LED displays for the Disney Store flagship location in Times Square.

“D3 is excited to bring our innovative LED display technology to theatre owners in New York City,” said Jason Barak, D3 managing partner. “Our next generation LED-based digital marquee solution delivers opportunities for experiential customer engagement and a value-added platform for augmented marketing and brand promotion.”

The new digital marquee sign atop the New Amsterdam entrance has an overall resolution of 192×1760, required the use of 98 10mm LED modules with more than 225,000 pixels, and is capable of showcasing information about The Lion King, Mary Poppins and Newsies, Disney’s Broadway productions, all in real time with full-color graphics and high-definition video. D3’s proprietary digital media system also opens up to theater owners a potential new revenue stream from advertising and sponsorship opportunities.

D3 has been aggressively expanding its LED Digital Marquee Display business in 2012. The Company was recently awarded several high-profile marquee display projects including the Apollo Theatre, Times Square Visitors Center (formerly Embassy Theatre), and School of Visual Arts Theatre (formerly Chelsea West Cinemas)—all in New York City.
D3 displays can be found throughout the world, and the Company is responsible for building more than half of the LED displays in New York City’s Times Square since 2006. For more information about D3 and LED digital marquee displays, please visit


DISNEY THEATRICAL GROUP (DTG) operates under the direction of Thomas Schumacher and is among the world’s most successful commercial theatre enterprises. Through Disney Theatrical Productions, Disney on Ice and Disney Live!, DTG brings live entertainment events to a global annual audience of more than 19 million people in more than 50 countries. Under the Disney Theatrical Productions banner, the group produces and licenses Broadway musicals around the world, including Beauty and the Beast, The Lion King, Elton John & Tim Rice’s Aida, TARZAN®, Mary Poppins , a co-production by Disney and Cameron Mackintosh and The Little Mermaid. Other successful stage musical ventures have included King David in concert, the national tour of On The Record, several touring versions of Disney’s High School Musical, Der Glockner Von Notre Dame in Berlin, and the premiere stage adaptation of Aladdin at 5th Avenue Theatre. The breakout new American musical Newsies, which premiered at Paper Mill Playhouse, is now playing a limited engagement on Broadway at the Nederlander Theatre. Peter and the Starcatcher, which set box office records at its 2011 New York Theatre Workshop run, will open at the Brooks Atkinson Theatre in April. In addition, DTG licenses musical titles for local, school and community theatre productions through Music Theatre International.

The global leader in design, engineering, and technology for the LED display market, D3 manufactures integrated digital media solutions that create deeply engaging customer experiences. D3 serves a global portfolio of clients representing Advertising, Architecture & Design, Entertainment, Gaming, Retail, Sports, and Transportation. Headquartered in both California and New York City, D3 proudly manufactures its products in the United States.

Joe Kleiman
Joe Kleiman
Raised in San Diego on theme parks, zoos, and IMAX films, InPark's Senior Correspondent Joe Kleiman would expand his childhood loves into two decades as a projectionist and theater director within the giant screen industry. In addition to his work in commercial and museum operations, Joe has volunteered his time to animal husbandry at leading facilities in California and Texas and has played a leading management role for a number of performing arts companies. Joe previously served as News Editor and has remained a contributing author to InPark Magazine since 2011. HIs writing has also appeared in Sound & Communications, LF Examiner, Jim Hill Media, The Planetarian, Behind the Thrills, and MiceChat His blog, takes an unconventional look at the attractions industry. Follow on twitter @ThemesRenewed Joe lives in Sacramento, California with his wife, dog, and a ghost.

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