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International: Inwindow Outdoor uses real-time augmented reality for ‘Avatar’ Blu-ray release
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network2media Bureau   
Monday, 19 April 2010 09:00 (IST)

Inwindow OutdoorNEW YORK: Inwindow Outdoor, the originator of digital storefront and mall advertising, has launched a ground-breaking outdoor digital exhibition at ‘The Grove’ in Los Angeles, a boutique outdoor shopping mall, to mark the Blu-ray release of James Cameron-directed iconic 3D movie Avatar. The free-standing structure, comprised of multiple digital screens and centrally located at the famous mall, uses customised technology developed in-house to morph faces of shoppers into Na’vis (alien community as depicted in the movie) as they watch.


'Magic' woven through digital technology “This is by far the most technologically ambitious project we’ve ever done and the first by our internal digital team. The morph is incredibly realistic because the end result retains many of the users’ facial characteristics. It goes well beyond augmented reality in that it isn’t simply superimposing imagery, it’s actually altering the underlying content in real-time,” said Jeff Cohen, managing partner, Inwindow Outdoor.


“The success of Avatar called for an eye-popping exhibition that would be as engaging as the film and is bound to not only attract attention but draw in shoppers and drive sales of the Avatar release.”


Massive 60ft X 10ft structure creating imposing presence The Avatar display is a 60ft x 10ft structure featuring three ‘morphing stations’ and one large-scale video wall surrounded by vinyl and branded in Avatar themes. As shoppers approach the screens, Inwindow’s technology captures their image and transforms them into a Na’vi. Once the morph is complete, users can enter their email address via touch-screen to be sent a video of their transformation along with information on where to purchase the Blu-ray disc. The display, created in conjunction with FOX Studios and Zenith Media, was launched at ‘The Grove’ on April 16 and will run for a month.


Inwindow Outdoor is an innovative outdoor advertising company specialising in providing advertisers with high profile messages in prime storefronts and malls throughout the US. The company has worked with brands such as HBO, HSBC, Intel, Absolut, Target, Pepsi, JetBlue and BMW.

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