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TWO MTA BUSES TO FEATURE ORION PICTURES' "ROBOCOP" CHARACTER IN GIANT ALL-BUS ADVERTISEMENT

 LOS ANGELES, Aug. 10 /PRNewswire/ -- The larger-than-life presence of Orion Pictures' "RoboCop," the ultra-sophisticated crime-fighting cyborg, will be featured in computer-generated advertisements that will cover nearly the entire outside surface of two MTA buses during the next four months.
 The jumbo-sized ads, which will cover the back and both sides of the buses, are the first of their kind to appear on a public transportation vehicle in Los Angeles County. They represent the first two of 10 similar advertisements to be placed by a variety of advertisers during a one-year experimental test period.
 The first bus featuring the "RoboCop" ad will be placed into regular service Aug. 10 on MTA's Line 20, serving Wilshire Boulevard. A second bus with the same ad is scheduled to be placed into service within the next two weeks in the San Fernando Valley on a line to be selected later.
 Orion Pictures chose this method of advertising to promote its new film, "RoboCop 3," due for release on Nov. 5. Other "all-bus" ads will follow featuring different clients, including Steel Jeans, a clothing manufacturer. All 10 buses will serve a variety of lines in the MTA system during the test period.
 "This kind of advertising can be thought of as sort of a 'moving billboard,' " said Franklin White, MTA's chief executive officer. "This one-year test will allow us to evaluate the public acceptance of the concept. It has produced extremely good results in other cities, not only for the advertiser paying for the ad, but for the bus company on whose buses the ad appears."
 The innovative technique features computer-enlarged, photorealistic graphics that are placed on easily removable self-adhesive vinyl which is applied directly to the bus's surface. Though it appears from the outside that it is covering all the bus's windows, the ad is in fact invisible from the inside of the bus, thus causing no safety hazard to the bus operator or passengers.
 White said the all-bus advertising program will be evaluated after the completion of the 10-bus pilot program. If the program is deemed successful, TDI, MTA's advertising agency, could receive authorization to place similar style ads on up to 100 MTA buses, which would bring an additional $150,000 in revenue to the MTA for the first year.
 A 100-bus program for the two ensuing years would bring an additional $400,000 in revenue as part of the contract agreement between TDI and MTA.
 The ads are created by SuperGraphics Inc., of Sunnyvale, Calif. under arrangement with TDI.
 -0- 8/10/93
 /CONTACT: Greg Davy or Jim Smart of MTA News Bureau, 213-972-4400/


CO: Los Angeles County Metropolitan Transportation Authority;
 Orion Pictures ST: California IN: TRN ENT SU:


EH-BP -- LA021 -- 1229 08/10/93 13:37 EDT
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Publication:PR Newswire
Date:Aug 10, 1993
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