Montreal Metro - Pioneer in Tunnel Advertising

Pioneer in Tunnel Advertising

In the early years of the Montreal Metro's life, a unique mode of advertising was used. In some downtown tunnels, cartoons depicting an advertiser's product were inscribed on the walls of the tunnel at the level of the cars' windows. A retail film processing outfit called Direct Film advertised on the north wall in the Westbound track of the Guy (now Guy-Concordia)-to-Atwater Station (Green Line) during 1967-1969. Strobe lights, aimed at the frames of the cartoon and triggered by the passing train, sequentially illuminated the images so that they appeared to the viewer (passenger) on the train as a movie. Today known as "tunnel movies" or "tunnel advertising", they have been installed in many cities' subways around the world in recent years, for example in the Southgate tube station in London, the MBTA Red Line in Boston, MARTA in Atlanta, the DC Metro, San Francisco's Montgomery Bay Area Rapid Transit station, and on the North South MRT Line on the Mass Rapid Transit of Singapore.

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