CineMARK launches 360° advertising

Says Andre Frauenstein, sales and operations director of Prime360Media, "We are very excited about both of the new mediums. They are going to change the face of advertising for us!"

The 360 Display unit, standing at about 2m tall and is 75cm in diameter, displays both static and moving digital material as high-resolution holographic images on its transparent 360° screen, and its 16.7 million colours provide brilliant, true-colour images. The 360 Display can show full motion video all the way around its screen or 3 120° images, which means that from whatever direction you look at it you'll still see the advertising message.

The 360 Display, known as the Lite Fast to its parent company, and the technology behind it, was engineered in Germany by Kinoton, an engineering company specialising in cinema-related technology.

Absence of restrictions

According to Kinoton's international sales manager, Andreas Raabe, what is most exciting about using the unit as an advertising medium is the absence of restrictions on what you can do with the medium. The unit uses a rotating arm and just under 8000 LEDs (light emitting diodes) to display anything that you can display on a computer monitor. "Whatever comes off your graphics board the Lite Fast can display," says Raabe.

In addition to this, data can be transmitted to the unit using a wide range of technologies, which makes it fast to update and highly flexible.

The media segments on the 360 Display will be 20 minutes long, and will encompass advertising slots, information slots, lifestyle slots, education slots, and self-promotions slots (for the owner of the space in which the unit is). The rates for these segments will be calculated per 30 second duration.

The 3D plasma screen is ideal for industries using electronic displays, as it provides a richer, more lifelike, and more entertaining experience than ordinary two-dimensional displays. This medium enables the viewing of 3D images by multiple viewers simultaneously.

Significant impact

The 3D screen, and the software and technology behind it, are being supplied to Prime360Media by Visual Systems, a digital signage developer. According to Christo Deetlefs, of Visual Systems, "3D doesn't just effectively deliver the advertiser's message to the target market, it does so with such a significant impact that the audience is not likely to forget the advertising message."
According to Frauenstein, "The 'Wow factor' is going to be huge everywhere, and so advertisers will not only be able to reach their targets but also to have a huge impact on them."

Prime360Media plans to put 360 Display units in new spaces across the country, both in small towns and in cities.