It’s a whole new video scene at Staples Center. The sports venue has installed 375 digital video screens in luxury suites and at refreshment stands on the suite levels.

The screens made their debut with the start of the L.A. Kings hockey season this month. In the luxury suites, fans can watch TV network coverage of a Staples sports event or they can see feeds from in-house cameras. For example, a person in a box high above the action could switch the screen to a court-level view or a slow-motion replay. Soon, fans will be able to order food or team merchandise with a touch-screen feature and have it delivered to their suite.

At concession stands, the screens show the food menu interspersed with commercials that fans see while waiting in line.

Similar systems have been installed in some new stadiums, such as those for the Dallas Cowboys and New York Yankees. But this is the first such system in Los Angeles.

Lee Zeidman, general manager of Staples Center for owner Anschutz Entertainment Group, said a partial test of the system with food promotions earlier this year at Los Angeles Sparks games delivered a 400 percent increase in sales of the food that was promoted.

In addition to local teams and on-site concessionaires, the only advertisers that can use the new system are 12 major brands that are longstanding sponsors of Staples Center. They include Toyota Motor Sales USA Inc., Anheuser-Busch Cos., Wells Fargo & Co. and Delta Air Lines Inc.

Rob Gorrie, president of Adcentricity, sees the key to success as whether fans decide to look at the screens – or ignore them.

“Once there’s audience engagement it leads naturally into situations to make ancillary revenue,” he said.

“We look forward to seeing the results for a full season instead of just a few games,” Zeidman said.