3M and digital out-of-home (DOOH) specialist MediaZest have announced an installation milestone as the number of applications based on 3M Rear Projection Film exceeds 100. The two companies have jointly developed displays for in-store and public space advertising since 2006. With the advent of the virtual mannequin at BETT 2009, 3M says that a whole world of creative possibilities has opened up for media agencies, brand managers and designers. Visitors to Screenmedia expo 2011 (18-19 May, Earls Court 2) will have the chance to see the concept in action as they pass through the entrance to the show floor.
“Demand for digital screens to produce dynamic in-window advertising displays out-of-home is increasing in a wide variety of sectors and exceeding the 100th installation landmark is testament to this,” said Kim Brewer, marketing manager, 3M’s Commercial Graphics Division. “The revolutionary 3M Rear Projection Film, combined with a rear mounted projector, can transform any window, glass partition or acrylic cut out, of any shape or form into a digital screen. The film’s capabilities are truly impressive, combining a wide viewing angle with high contrast and colour resolution to deliver 24/7 performance.”
Recent publicity concerning virtual mannequins (aka virtual brand ambassadors or holographic assistants) at Luton airport in the UK is said to demonstrate just how far the technology has advanced since its first UK appearance - heralded back then as the next interactive technology concept for attracting attention, increasing footfall and driving sales at the point-of-sale. In this application, a script was developed for the specific use of the mannequin and then an actor was filmed delivering it. Content was then edited to create a life-size acrylic cut out, which was projected onto 3M Rear Projection Film. The attention it generated was, according to 3M, huge and indicates the coming of an era in which such products will be commonplace in the global airport and retail community.
“3M and MediaZest have taken the technology forward together to give end users a really incredible wow factor product,” said Geoff Robertson, CEO of MediaZest. “The virtual mannequins can be used in so many ways to promote messages or reduce the need for staff intervention. We look forward to showing the concept to the digital place-based marketing, technology and emerging media sector at Screenmedia expo.”
MediaZest will be exhibiting in the DOOH Media Lounge at Screenmedia expo.