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Sony launch uses Submedia channel

By Published on .

[Hong Kong] In the competitive world of high-tech cellphone launches, Sony Ericsson is introducing its K700i cellphone in Hong Kong through an innovative media channel in the lobby of four local cinemas. The ads are implanted in Asia's first motion-picture walking displays, developed by Submedia Advertising. The interactive motion displays transfer the U.S.-based company's light-box technology into a walking-speed experience. Images within the back-lit displays appear to move when people walk past them. The content is synchronized with the viewer's eyes, so the images move in either direction to match the viewer's moves. Submedia worked with UA Cinemas and WPP Group's Mediaedge:cia. Douglas Woodring, Submedia's Hong Kong-based CEO, Asia, said, "We now have other clients who are interested to use these displays, in Hong Kong as well as other Asian countries."
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