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JVC took its promotional presence in New York City’s Times Square to the high-definition level with the unveiling at twilight Dec. 2 of what it said is the area’s first true 720p billboard.
The 16:9 LED display boasts a 1,152,000-pixel count at 1280 x 720 resolution, and it can be seen by passersby on Broadway and by those rounding the corner from West 43rd Street. It features a nine-foot-tall neon JVC logo atop a main screen that shows JVC products, along with two ticker crawls – one 74-foot ticker that describes the products on screen, and a 45-foot ticker that encircles a huge, geographically accurate globe jutting from the supporting building’s edge.
The area is one of the most highly trafficked in the world, attracting 1.6 million pedestrians and drivers each day, and it is a destination site for 86 percent of all New York City tourists, according to Karl Bearnarth, JVC’s senior vice president of marketing.
An earlier version of the JVC globe-themed billboard had been at the same spot on Broadway since 1999, and the company has maintained a presence in Times Square for the last 30 years.
Bearnarth said that besides showing its products, JVC would run promotions on the billboard. The first promo will tie a sweepstakes into the upcoming Warner Home Video Blu-ray release of the Batman movie The Dark Knight. The billboard will be an interactive experience in that consumers can text codes displayed there for an opportunity to win prizes, said Bearnarth. He added that content display will be alterable “at a moment’s notice,” via a broadband connection to the billboard.
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