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David Poland

By David Poland poland@moviecitynews.com

Billboards… Paid Billboards

Interesting new use of outdoor technology.
Sony seems to be breaking new ground with an old idea with electronic billboards – which rotate 6 ads or so in most situations – that are Bond-only, with 6 rotating images, 4 or which are for advertisers who are co-branding with the movie.
This has become a norm for TV ads, with marketers jumping on the hot new movie for the cost of a major ad buy, cutting the number of ads the studio itself feels compelled to purchase for cash. But I have never seen this kind of use on a billboard.
Of course, these electronic billboards are relatively new, so of course, it is a new idea. And a very smart one.
My guess is that Sony is paying 50% or less of the cost of owning the entire video rotation billboard with the variety of ads, all of which focus on the film, a unique proposition that makes a strong impression.
This is especially interesting as outdoor is one of the areas where there is a lot of budget cutting in studio marketing plans.
I wonder how quickly Summit can organize a similar deal for outdoor on so-far-little-seen Twilight outdoor.

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12 Responses to “Billboards… Paid Billboards”

  1. jeffmcm says:

    Billboards are the devil’s work.

  2. LexG says:

    TWILIGHT IS GOING TO OWN. Christ, they should put me on their payroll and consider me a street team member, for all I’m talking them up.
    What will I have to rant about after THE LIGHT drops?
    Oh, never mind… Valkyrie four weeks later.
    YES.

  3. christian says:

    Fuck these billboards. Just what LA needs. More visual pollution and another excuse for already dangerous drivers to be further distracted.
    Time for a law.

  4. Berndog says:

    Whenever I see the billboards I always think of BLADE RUNNER.

  5. BTLine says:

    there is an ongoing investigation on how much energy those billboards consume.
    it seems an outrageous amount, the owner don’t want to disclose it.

  6. Speaking only in Southern California, but Summit plastered the Burbank/Hollywood area with P2 billboards and bus stop posters last year. They were everywhere. If they could have afforded to have actual TV spots and trailers where people might see them, they might have had a hit film on their hands. Sony/Screen Gems could have pulled a $15-20 million opening on that one easily. It’s a shame, as it was actually a pretty good movie.

  7. chadillac says:

    This is actually a nice little way around the rules. I work in a studio dept that buys the ad space. They will no longer allow a movie to buy ads in succession on the digital billboards for safety reasons. Therefore, having a sponsor of the film buy an ad, in-between the film ads, is a way around this.

  8. Deathtongue_Groupie says:

    They will soon be severely restricted in SoCal and for good reason: they are going to cause accidents. A standard billboard can be scanned in 1 or 2 seconds. These things demand your attention for 15 – 30 for the full rotation which is too fast.
    So either they will agree to some sort of 1 – 2 minute minimum or they will be restricted to like 2 ads.
    The ones on Santa Monica Blvd were flicking through every 10 seconds the other day.

  9. Rob says:

    Every time I

  10. christian says:

    “the neighborhood associations and zoning committees?”
    What is this strange thing you speak of?

  11. frankbooth says:

    Don’t they have any rules at all down there?
    Here, the neighbors fight tooth and nail against every McDonald’s and Starbucks — which is fine with me.

  12. David Poland says:

    I love liostening to SM City Council meetings on KCRW. Last night, it was about smoking in the public areas of apartment buildings and whether this was a ploy to move towards banning smoking in people’s apartments, since with windows, smoke still travels.
    So much structure and pomposity. Love it.

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