04.07.08
Giant cinema-style screens to beam movie trailers and advertising to Tube passengers
Tube users can now watch moving advertising images on the biggest screens in Europe and keep up-to-date with trailers for the latest movie releases while they wait for their next train.
A new cross-track projection (XTP) system, which allows high-quality digital images the size of a 14 foot TV screen to be projected on to the walls at 23 sites opposite platforms, has been installed by advertising company CBS Outdoor for London Underground.
Following the successful trial at Euston Tube station; Piccadilly Circus, Euston, Bank, Liverpool Street and Bond Street have now been kitted out with High Definition projectors and giant soundless screens. Further stations are scheduled to host XTP technology, which will take the number of screens to 150 making it the biggest and most sophisticated system of its kind in Europe.
Any profits London Underground receives from XTP will be reinvested by London Underground to improve the Tube. London Underground and CBS have been developing this new XTP system for over three years.
The screens will be capable of showing adverts at different times of the day, enabling advertisers to target the audience they want to reach. For example, this means passengers will be able to see ads for Sky News on their way into work and plan their evening TV viewing with Sky Movies adverts on their way home. Movie trailers from Paramount for Kung Fu Panda and Love Guru will also feature as well as adverts from big names such as Nestlé and theatre company Dewynters.
Richard Parry, Strategy and Service Director for London Underground said: “We believe that this technology will enhance passengers’ journeys. The Tube has a history of innovation; these hi-tech screens are a perfect complement to the major upgrade work carried out by London Underground in delivering a world-class Tube for a world-class city.”
Tim Bleakley, Managing Director Sales & Marketing, CBS Outdoor commented: “London is now the world’s capital city and deserves cutting-edge advertising. The launch of XTP is about entertaining the three and half million passengers using the Tube each day.”
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