Projecting Success– In Unexpected Places

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In the June issue of Digital Signage Magazine, we explore in-depth one of the most interesting aspects of the digital signage and DOOH market: the use video projection in a market that many view as the realm of the flat panel. We had scheduled for the issue an update from Alan Brawn on Video Projection for Digital Signage– Technology, and Applications. Alan does a nice job of reminding us that front and rear projection makes up a significant part of the digital signage industry. But also in this issue check out what’s going on in the Cinema market– it will surprise you if you thought that the big screen inside the movie theater was not the realm of “narrowcasting”.

Even with the increasing sizes of flat panel displays, the use of projectors in digital signage is growing. Alan Brawn points out his favorite application, “Techorating”, using Micro Tiles and other projection technologies that are designed into the décor and interior design– before a space is built out. Techorating may include the use of unusual shapes and downward facing images projected on the floor for artistic effect, or wall washes with video. As Alan points out these are things that projectors can do that flat panels cannot.

Also, significant news in projection for digital signage comes in area of “portable projectors”– a misnomer because these projectors are portable but can also be permanently installed as well.

And who cannot note the spectacular results when projecting with high-lumen projectors like the big guns from the likes of Barco, Christie, or Digital Projection, onto the sides of buildings. Digital Signage, indeed– you can’t miss it.

The commercial movie theater market is obviously another area where video projection thrives. But what does the projection of movies onto the silver screen have to do with digital signage? In my report in this issue, I explain that, aside from the importance of digital signage and DOOH in movie theater lobbies, major industry players are talking about narrowcasting content to the big screens in the movie theaters not just to the smaller screens.

The logic and logistics of narrowcasting to movie theater lobbies is obvious, and several large digital cinema projector providers in the market leverage and cross-market their strength in providing images to both the big cinema screen (digital feature movie projection) and the smaller screens in the venue (movie promos, ads, etc). But that’s just the tip of the iceberg. In 2012, the kind of disruption to the advertising industry, and mobile phone industry, that has changed media platforms and business models forever (the kind of media disruption that in fact spawned the digital signage market) is now visiting the movie exhibition industry. The result will be the opportunity for narrowcasting providers to become involved in providing content and systems integration for the big screens inside the theaters as well as the small digital signage screens in lobbies. (For a comprehensive, in-depth report I authored on the digital transition in the Cinema market, and its implications for all media including DOOH, click here.)

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Projecting Success

Our executive editor has thrown down the gauntlet of reminding readers of the status of projection in the world of digital signage. I will gladly take this challenge– having grown up in the decades of projection long before flat panels were even a glint in the eye of display engineers and scientists. But this article is no exercise in nostalgia. Front and rear projection makes up a small but significant part of the digital signage industry reaching a penetration level exceeding 30% by some estimates. Let the challenge begin.

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Movies Disrupted– and the Birth of New Business Models

The Cinema Market was one of the first to incorporate digital signage, and DOOH, into public spaces. The logic and logistics of narrowcasting to movie theater lobbies does not require much of a stretch, and several large digital cinema projector providers in the market leverage and cross-market their strength in providing images to both the big cinema screen (digital feature movie projection) and the smaller screens in the venue (movie promos, ads, etc).

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