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16/08/2004

Studio execs to opt for 'attention-grabbing' active posters

Studio execs and ad agencies can break the mould by not only grabbing movie and TV viewers' attention more effectively but also by generating much needed word-of-mouth marketing with visually active poster technology.
Using the latest, eye-catching medium for print display ads - next-generation lenticulars - known as Dynamic Images - are capable of movie-like visual effects such as zooms, morphs, flips, dissolves, and 3D.
With theatre runs shorter than ever, movie studios and their ad agencies know the buzz leading to a premiere can make or break a project.
When Warner Bros. Pictures released 'Matrix Reloaded', London and Paris subway commuters witnessed a 3D Dynamic Image poster close up of Neo's face, hands on sunglasses, wiping into green code scrolling vertically down the screen. As commuters changed viewing angles, the two images wiped from one into the other in response to the viewers' movements. Another Dynamic Image poster showed Neo fighting multiple Agent Smiths.
Viewers interacted with the movie content as never before, stepping back and forth to see the effects, a phenomenon some have called "the dance."
The marketing campaign achieved a remarkable 64% awareness level in the UK. For the campaign, Warner Bros. used Hive Associates, a London-based ad agency, which has used Dynamic Images for print promotion of 'Starsky and Hutch' and the DVD release of 'The Pirates of the Caribbean'.
Recently, London commuters also saw a 3D close up of the infamous "ring," of Lord of the Rings fame, spinning over flames created from 21 frames of original film footage. This used a Dynamic Image, as did a second poster showing the ring appearing and disappearing above the movie cast, along with a Royal Mail offer.
"The Dynamic Image element was instrumental in cutting through the advertising clutter," said James Davies, New Media Director for Posterscope, the London-based outdoor ad agency for which Hive produced the Lord of the Rings/Royal Mail display.
Independent studies are confirming the effectiveness of using Dynamic Images. For the Lord of the Rings/Royal Mail campaign, research assessed whether additional investment in Dynamic Image posters was worthwhile. Conducted by FDS International for Royal Mail, the results showed that, compared to normal still posters, ten times the number of people studied the Lord of the Rings/Royal Mail campaign using Dynamic Image posters, with a 21% rise in spontaneous recall.
For more info on Dynamic Images visit www.dynamicimages.com.
(SP)
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