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SCMP Reporter

Millions of MTR passengers will also be going on a trip to the movies when they travel from Admiralty to Wan Chai, thanks to an innovative advertising system installed on the subway walls.

In the 15-second show, which starts from today, 408 posters running down the tunnel walls are illuminated in sequence as the train passes.

The strobe light creates a flickering animated film that appears to be suspended outside the train window.

'It will bring delight and surprise to passengers. We hope they will like and enjoy this fun and unique experience,' said Mass Transit Railway Corporation marketing and business development manager Jeny Yeung. The new system was installed by MotionPoster Hong Kong. Its chief executive, Jean-Philippe Pare, said sensors triggered the strobe lights as the train passed.

'A computerised control system measures the train's speed. It then illuminates each poster in turn for a fraction of a second at the instant when it is at the centre of each window,' he said.

The first advertisement using the new system is for Cathay Pacific, with pitches from Visa Card and Adidas coming in the following weeks.

The package costs more than $1 million for a 13-week campaign, according to the MTRC.

MotionPoster Hong Kong is also installing the same system between Kowloon and Tsing Yi stations on the Airport Express route. The MTRC did not specify its completion date.

Hong Kong is the second city in Asia to have this new form of advertising, after Seoul. Budapest and Athens also have the systems, according to Mr Pare.

Ms Yeung said the MTRC would evaluate the popularity of the system after a three-month trial, with a three-year contract to be awarded afterwards.



Commuters get tunnel vision with latest MTR ads