Academy Taps Monster Media to Develop Oscar-Themed Interactive Sidewalk Display in NYC

The Academy of Motion Picture Arts and Sciences has launched an Oscar-themed interactive sidewalk display--which was developed and installed by Monster Media--at 1333 Broadway in New York City (i.e. in midtown Manhattan). The display features nine linked 46-inch LCD screens that the Academy says "literally envelop passers-by in a virtual red carpet experience." As people walk by the eight-foot high wall of LCD screens, specially designed sensors react to their motion and trigger what the Academy describes as a "flurry of virtual flashing paparazzi cameras and spotlights." Then, to conclude their "sidewalk celebrity experience," pedestrians are presented with an on-screen invitation to tune into ABC's February 27th broadcast of the 83rd Academy Awards ceremony.

According to the Academy, the virtual Oscar sidewalk display also features two digital photo stations that are located on either side of the LCD wall and that allow passers-by to pose for photos while "holding" a virtual Oscar statuette. Once they digitally "accept" their Oscar, the Academy says, a virtual keyboard appears on a touchscreen, allowing them to email their customized photo to themselves and their friends and family. "Our theme for this year's Academy Awards presentation is 'You're Invited,' and we have tried to extend that idea across as many platforms as possible," Janet Weiss, the Academy's director of marketing, said in a prepared statement. "We're excited that this innovative, interactive experience gives our fans a fun new way to engage with and share in the Oscars." Added Monster Media CEO, Chris Beauchamp: "Through this immersive display, everyone has the chance to connect with the Academy Awards and send the proof to their friends and family. And who hasn't dreamed of holding an Oscar? Well, now they can!"