readograph

plural readographs

1. A backlit sign on which are placed moveable letters spelling out messages - typically used over the entrance of a cinema to indicate what shows are playing.

   When the conversion took place, a new wide 'lightbox' or readograph was mounted above the canopy, backlighting the lettering giving the current choice of programmes.

   2002, Allen Eyles, Keith Skone, Cinemas of Hertfordshire, →ISBN, page 8

   2 more examples

   It has a very narrow facade that gives little indication of the huge auditorium behind it, and before the restoration most of that facade was occupied by a cinema-style "readograph" announcing coming attractions.

   1992, TCI: The Business of Entertainment Technology & Design

   The readograph tells you what movie is playing. I know, because I'm the one that changes it, up above over the street, little red and green letters that tell you what is on, sometimes who is in it, and that's really all you need to know.

   1994, Peter Eastwood, Epoch - Volume 43, page 10