More of a background technology than an aspect that plays a major role in the film, digital billboards made an appearance in Blade Runner. Director Ridley Scott presents a landscape shot of futuristic Los Angeles. While scanning the skyscrapers, a huge, digital, almost-cinematic billboard appears on one of the buildings.
This pre-internet concept sparked inspiration for the CEO of DOOH.com, Andrew Phipps Newman. DOOH – which stands for Digital Out Of Home – is a company dedicated to providing live, dynamic advertisements. This company is now at the forefront of advertising as it offers a more enticing form, one that will make people stop and stare.
These digital billboards have come a long way in recent years and have taken advantage of crowded cities, such as London and New
York, to utilise this unique advertising tactic. It is incredible to think that this has come from an idea that was shown as a background feature of a neo-noir science-fiction film in the early 1980s.
This also begs to think, what other hidden gems that were in the more recent Blade Runner
2049 film could spark, or have already sparked, a revolution in a completely different industry? And who knows, with the increase in space commercialisation, what digital billboards for space exploration could people be seeing in Times Square?
In digital billboards were used to decorate the dystopian metropolis of Los Angeles