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It looks very smooth in real life, doesn't transfer to video well
If you weren't sleeping on the northbound Metro Red Line between Hollywood/Highland and Universal last week, then you may have noticed a Speed Racer movie trailer all of the sudden playing inside the tunnel.
Officially announced today, the high-tech subway tunnel advertising tool is a first in North America for this type of digital advertising. It is "an LED system composed of 360 digital strips [that] will light up at timed intervals as the train passes the subway wall at speeds of 70 miles per hour, blending together to form a smooth-flowing video advertisement," according to Metro.
The two-year pilot project will raise at least $240,000 per year for Metro, who has to do nothing or spend no money for this program to take place.
A Target ad also began running today, but in an instant, the content can change. "The system will be controlled remotely via internet from Sidetrack’s headquarters in Winnipeg, Canada. It has the capability to rotate ads, show different ads at certain times of the day, or specific ads for passengers going in different directions," states Metro's press release.
Wait, wait, wait? Does this mean there's internet in the subway tunnels?
They say that within the next two years, expect to see this type of advertising (an update from the backlit photo versions already in some cities like Chicago and DC) in Boston, San Francisco, New York, Chicago and Washington. It's already running in London, Singapore and Beijing.
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This was such a trip to see--we wanted to get off the train and turn around and ride back again just to see it a second time (despite not giving a hoot about Speed Racer personally). I was totally taken by it!
So what advertising content are we exporting to Manitoba residents as a thank you?
Perhaps the dancers of the Royal Winnipeg Ballet could have their tutus printed so that patrons would know when Baby Mama is coming to DVD.
I was surprised by this as I returned from a breakfast meetup at Hollywood and Highland. I had heard about this system, but didn't realize it had arrived in LA.
Wish I would have had my camera out to get some video, though.
D