How do they work?

The Eastpoint Shopping area now has search lights filling the night sky in east Saint John. I do not find them attractive, but I've heard some people applauding them and have read online posts that show real appreciation for the lights. So, putting aside the debate about whether the lights are a good thing, I'm curious how they work.

What is the business plan behind the lights? Does the developer expect customers to come to the centre because of the lights, thus aiding in attracting new stores and services? The company must be paying a pretty big bill to keep those going, so there must be a business case for running them. I would be interested to hear how it goes.