The Washington Metropolitan Area Transit Authority (Metro) introduced a new form of advertising in the passageway of its Farragut West Metrorail station, this week.
Customers walking in or out of the station see an ad for the upcoming “Star Trek” movie release projected on the wall. It looks like a 15-second television ad without sound.
In promoting the new “Star Trek” movie, Paramount Pictures is the first to use the digital projector technology to advertise in the Metrorail system. The ad for the movie will be displayed through the end of April.
At this time, Farragut West is the only station with the equipment to display the digital projection advertisements; however, the projector is able to display multiple ads.
The new form of advertising at Farragut West is expected to generate revenue of $84,000 to $168,000 a year, according to Metro.