You will be redirected back to your article in seconds

Imax underground with billboard deal

Giant-screen movie co. to supply billboards for Tube

TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network.

Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital projectors and DHJ provides the network, billing, scheduling and distribution functions.

Cash flow

The billboards promise to bring in more revenues than the traditional variety because they can be changed at the flick of a switch, allowing them to be more quickly and specifically targeted.

“A digital billboard can display moving images such as movie trailers, and show multiple advertisements every hour,” said Imax co-CEO Rich Gelfond. “It can advertise coffee in the morning, retail shopping in the afternoon and show a preview of that night’s television lineup during the evening rush hour.”

The London Underground will have about 100 screens installed by the end of the year, with the rest to follow within 24 months. Viacom subsid TDI Outdoor will handle the ad sales.

Imax and DHJ also announced plans to target their Outdoor Evolution Systems to North American transit systems, shopping malls and theater chains.

More Film

  • Mar del Plata: El Carro, Germina

    Mar del Plata: El Carro, Germina Films Team for Rosendo Ruíz’s ‘Tunga’

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

  • Paul Thomas Anderson Debuts 'Phantom Thread'

    Paul Thomas Anderson Unveils Daniel Day-Lewis Fashion Romance 'Phantom Thread'

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

  • Peter Baldwin

    Emmy-Winning TV Director Peter Baldwin Dies at 86

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

  • Peddling Pictures launches with Discovery’s ‘Prison

    Peddling Pictures Launches With Discovery’s ‘Prison Food’ (EXCLUSIVE)

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

  • SGIFF: Controversial ‘Sexy Durga’ set for

    SGIFF: Controversial ‘Sexy Durga’ set for Singapore Debut

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

  • Taiwan's 'Cock Robin' Heads for North

    Taiwan's 'Cock Robin' Heads for North America With Cheng Cheng

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

  • Michael Pena Extinction sold

    Michael Pena-Lizzy Caplan Movie 'Extinction' Disappears From Universal Schedule

    TORONTO — Giant-screen movie company Imax has inked a $15 million deal to supply 400 digital billboards for the London Underground subway network. Deal grew out of a collaboration between Imax subsid Digital Projection Intl. and Sweden’s DHJ Media to develop and install the high-tech billboards, called Outdoor Evolution Systems. Imax is supplying the digital […]

More From Our Brands

Access exclusive content