Submedia Asia owns the Asian rights for the technology, which is based on a 19th century English toy known as the zoetrope, whereby slit panels covering backlit images are fixed to the walls of the subway tunnel, resulting in fluid motion pictures when passengers pass by on MTR trains.
Creative for the campaign was handled by Fallon International. "It will be like a mini-movie, lasting for 20 seconds" said Doug Woodring CEO of Submedia Asia.
Woodring also said that the next phase for Submedia would be to establish its tunnel network, before looking at 'above-ground' options.
United first to try HK's new motion picture tunnel ad
United Airlines will become the first brand in Asia to utilise motion picture tunnel advertising technology when it launches its campaign on the Mass Transit Railway (MTR) tunnels on April 29.