The old-fashioned marquee over the Madison Art Cinema is about to get an upgrade. At a Planning & Zoning Commission (PZC) on May 18, the commission approved a new LED electronic marquee for the cinema, allowing for the digital display of movie titles and times.

The new marquee will be roughly the same size as the current marquee. The LED device has the ability to display an array of colors, change displays every 15 seconds, and display the names of movies and stars, movie posters, and time and temperature information. The light intensity can be adjusted and the marquee will not signal, flash, or rotate, in accordance with town zoning regulations.

At the May 18 meeting, commissioners listened to a presentation from Evan Walsh of Cima Network, Inc., which manufactures the sign. Walsh explained the nuances of LED technology and the advantages of having signage you can change with a computer program. The current backlit sign relies on individual letters placed by hand.

Madison Art Cinema’s Arnold Gorlick, who applied for the sign, said he wants the new marquee as it will be much more legible, but also for safety reasons.

“One of the guiding factors for me is I am 70 years old,” he said. “I can’t take the ladder out any more in rainstorms, blizzards, ice, or other bad weather. My manager a month ago had an accident and almost severed his arm. I can’t keep going up and down the ladder.”

With a digital sign that can be easily changed without the use of a ladder, Gorlick said the marquee could be used for more than just movie listings. He said, as the sign is in the downtown district, it could also be used to announce community events or emergency alerts.

“I really think it would be a wonderful thing because we have had two hurricanes in the past decade—we could post parking restrictions, where people can go,” he said. “That is the most looked-at sign in the center or town…I think that sign can be used for larger things of interest that bind the community together.”

During the meeting, commissioners were able to see a demonstration of the sign to better understand how different color schemes, such as how white letters on a black background looks verse how black letters on a white background looks, as well as different fonts and movie poster displays appear.

“To me it is an extraordinary enhancement and I don’t think it looks bad,” said Gorlick.

Commissioners seemed to agree. All said they were in favor of the new sign, commenting on the cleaner look and the improved safety element by eliminating the need for someone to climb a ladder to change the movie listings. The only point of debate was the potential need for restrictions on what can be displayed on the sign.

“The only thing I would be concerned about the non-theater uses,” said Chairman Ron Clark. “I don’t think we want to see anything about lamb chops for a $1.25 at Stop & Shop.”

Commissioners voted to approve the application for the sign with the understanding that the display be used for movie theater business and community announcements. No restrictions were placed on color or font, as Clark said he would rather see Gorlick get to experiment a bit and see what works and what doesn’t.

Members of the public spoke in support of the new sign. First Selectman Tom Banisch submitted a statement calling the LED marquee a great addition to the new downtown. Building owner Jerry Davis said he is glad people will not be using the ladder any more and said this sign is more compatible with the current movie theater industry.

“As a Madison resident, I think they have done a fine job of making it blend in a look really attractive and I think it will add a lot of beauty to downtown,” he said. “When you see the subdued nighttime version, it doesn’t look glaring but subdued and sparkling.”

Resident John Matthews said it is time to upgrade this sign.

“We have spent all of this money downtown, it is time to move into the next century and not have some guy on a ladder sticking letters on a board,” he said.