Who knew that by publishing an innocuous little blog one might become the focus of international financial intrigue? It seems that without even meaning to, I have added another job title to my resume: international advertising analyst.
Some of you might remember a recent entry I wrote on the “Disneyfication” of Times Square. I know not many of you probably keep up with the comments around these parts, but a few days after I posted that entry, I got a comment from someone. I responded and thought the person probably lived in NYC. Well, I was a little off – the person lives in Australia!
The person owns stock in the company that constructed the sign: Lumacom. If you are interested in the comments, go back in time here. He expressed an interest in having me take some more pictures and if possible, video, of the sign. Who was I to say no to my new part time job?
My camera does have a video capture feature, but unfortunately it is pretty limited. The zoom function has a very limited default setting. I did try to take a video of the sign, but it didn’t turn out too great. Sorry Lumacom folks, but this is the best that I could do. I know, pretty pathetic. I seems I may have to purchase other equipment if I want to take my new job seriously.
The video is so small that I probably should explain it. Basically the promo is for the Lion King, Simba’s face, starts large and then envelopes the whole board. It then spins around and the words “Lion King” follow. There are actually many different videos that are running on the sign: everything from the company Logo, to scrolling letters (This Is A Test), to fashion models strutting down the runway. The video is actually of very good quality for such a large sign.
As far as still shots, my camera does okay in that category. Below are some pictures I took during the day and at night. See captions for my feedback.
The Lumacom sign without any zoom
7 times zoom
11 times zoom
Sumo Advertisement . . . didn’t know there was Sumo in NYC. Not a good choice, how about an advertisement for NYC’s largest commondity, pizza?
Stock market ticker. Well, getting better, but isn’t that what CNN/Money is for?
The company that owns the board. Good promotion, get your name out there.
Appropriate, The Lion King production is practically below the sign
This is a test, the words scroll from right to left
Good clarity
Credit card company, gee, like I don’t get enough of those offers in the mail
Now, as far as my feelings about the sign, they are mixed. First of all, I think the sign is a good idea and the quality is good. I live probably one mile from the sign as the crow flies and I can see it very clearly with the naked eye (well, I do wear glasses but you get the point). But, the sign IS on the top of a building. I am not sure that the largest group of people in New York City can see the sign: pedestrians.
I’ll have to walk around and report back, but I very rarely find myself staring at the tops of buildings. Maybe it’s because I’m a local, but if all locals are that way, that leaves tourists. Tourists are more worried about where they are going than paying attention to ads I think. Besides, tourists pretty much have their mind made up about what they are going to do before they get here.
So, I’m 50-50 on the whole venture. Would I buy stock? Perhaps. The skyline of the city does draw a lot of attention, but it’s seems the board might be placed in view of more people. Maybe the sign can be seen from hotels, I don’t know, I don’t stay in hotels. Overall Times Square is signified by gaudy advertisements, so I guess this one fits right in because it is higher and brighter than all the rest. I guess I do have one final comment. More people visit the Empire State Building than about any other place in all of New York City. And if you stand on the top of the ESB, you can’t see the sign because the sign is on the west side of the building and you can’t see that side from the top of the ESB.
Just my thoughts. I could be entirely wrong. After all, I’m new at this job.
Thanks Matt for being true to your word… good picstures, helpful comments. I agree that if they advertise on theside facing the Empire Stae Building it will get plenty of exposure.
I’ll walk around the streets some and see what I think of the sign from ground level. Can’t guarantee when, but I’ll try this week.
Thanks again – very helpful.
We are hearing the following by the company…………
During that time the Lion King logo will be displayed on the day time static billboard and Disney has the right to trial night time video loops. Both the completed daytime Lion King image and night time footage can be clearly seen from various vantage points around Manhattan, the Hudson river, both sides of the Lincoln Tunnel, the New Jersey foreshore and can be identified on the Helix expressway for up to 10 kilometres..
The Lion King Logo and animated footage will be lit up at night time utilizing Lumacom’s unique LED screen technology.
Trialing of the sign and in particular, the electronic signaling from both local and remote locations (involving instant image and message changing controlled from Perth,
Australia) will continue during this period. Rodd Sala advised that “The initial response from Disney is encouraging.
They are very pleased with the final product, both day and night. And further, that the size and location of the display allows it to be clearly seen from such a wide area and large audience.”
With construction complete the sign is now operational and in the process of commissioning. The official launch of the sign is scheduled for 21st April 2005 at the Westin Hotel at Times Square. The launch will feature major media
outlets, prominent New York City dignitaries, advertisers and of course Disney
management will attend.
“We are delighted with the sign and the final result” stated Rodd Sala who is in New York for the launch “It truly dominates the New York skyline.
The feedback from all parties involved has been very positive and their reaction to the sign is that it is better than expected.” he added.”We are very proud to
have Lumacom dominate over all other signage in the City of New York”.
Video footage of the sign will soon be available on the Company’s website at http://www.lumacom.com.au.
Matt, you have outdone yourself. Well done. The shareholders of this struggling little company are truly grateful.
I love how the 3rd night picture down says “LUMMACON” instead of “LUMACOM”. You would think its very fitting if you new the history of the company.
Cheers
Yo Matt, what’s your kick back? free tickets? they gonna turn that thing off at night so you can sleep?
I thank you to for the pics,Matt,if anyone doubts that you are truly an “International Advertising Analyst” then Owenaoz and some others of us “down under” can supply references.
Lu, no free tickets yet, but maybe I’ll be able to have some of these folks show me where to buy beer in Australia some day. It’s very cool to be able to connect with others around the globe. And if any of your Aussies want to share a few pints NYC style, my floor is open.
I guess if I really wanted to take this job seriously, I would go to the April 21 launch. Depends on the time though, I do have “real” job to attend to. I did walk through Times Square yesterday and took a picture. I’ll post my reaction later this week after I have time to upload it.
SUMO
http://www.sumo.com.au/home-flash.cfm
Good to get some feedback on a company that could be doing better……now that the big man is gone, they won’t hold back this year 2006……
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