A large interactive video wall serves as a means to promote a television series in the New York subway

The Columbus Circle subway station has served as a setting to capture the attention of passers-by in front of a large interactive video wall and promote the new television series Witches of East End.

subway passengers, at the Columbus Circle station in New York, have been surprised by an interactive video wall that aims to promote the new series of the American cable television network Lifetime, owned by A+E Networks, Witches of East End which will be released on October 6.

Witches of East End It is a fictional series, starring Julia Ormond, Jenna Dewan-Tatum y Rachel Boston, whose plot focuses on the lives of three witches, Joanna and her two daughters, who still don't know they have powers.

Lifetime has used visual and digital signage media to promote this series. The digital signage content offered on the video wall that has been installed at the Columbus Circle subway station has been created by the firm Pearl Media, specialist in developing out-of-home digital interactive experiences.

“The video wall is designed so that passengers leave their small screens and feel attracted to a large screen that invites them to interact and encourages them to sit in front of their televisions to discover the new Lifetime series”, explains Josh Cohen, Pearl Media CEO.

A pair of nine-square-meter walls, composed of nine screens each are responsible for getting passengers to stop and follow the movements indicated in the video. The first screen shows an eye that follows the passage of pedestrians with its iris. This is done using a technology., intrigue subway passengers with technology gestures. Later the scene changes abruptly and black birds begin to appear., glowing trees, bright flames and shadows that when someone stands in front of the screen and starts making movements it imitates them.

One of the key elements of the first screen is the incorporation of gesture technology that gets people “hooked.”. The more they move in front of the screen, more scene changes occur on the screen. “Technology has given us a great opportunity to surprise and promote the Witches of East End series”, comments Cohen.