With the cost of large LCD TV’s steadily falling, it’s surprising that you don’t see more movie theaters taking advantage by using the displays for movie posters. The advantages are exponential. Content can be easily updated, tailored to a specific targeted demographic, run promotional information, present show times, or in the case of Teenage Mutant Ninja Turtles, create animated movie posters.
Unlike their printed counterpart, the “Motion Poster” makes for a pretty cool experience blending live action footage with animation and the overall marketing message. For the Teenage Mutant Ninja Turtles film the Motion Poster is being used to introduce each of the main characters combined with a coming soon message. Each unit features sound and vertical video edited for the format and finishes out with a portrait of one of the turtle stars at the end.
The potential for this is huge. Beyond simple video displays, if the monitor was connected to the internet, and had touch screen capabilities, movie marketers would be able to develop dynamic content that would engage passersby on a whole new level. What if the Motion Poster featured game like interaction, or additional content beyond a simple trailer and still frame? What if the poster could interact with your smartphone via NFC, or QR code? What if the poster connected to a microsite that engaged the viewer and offered promotional items for the movie that could be redeemed at that theater? I have a feeling that this is just the beginning. That somewhere someone is already working on solutions to the questions I just asked.