National Media Services MS took to the streets of New York City armed with their HD Projection system and Holosonics' Audio Spotlight technology to promote the Fox Searchlight Pictures' film, "Battle of the Sexes". The marketing campaign was a lead up to the release of the film, starring Emma Stone as Billie Jean King and Steve Carell as Bobby Riggs, two former tennis greats who squared off in a match in 1973 that was dubbed the "Battle of the Sexes". To the delight of her fans, King defeated the outspoken and cantankerous Riggs in straight sets.
The Audio Spotlight directional audio technology "beams" sound directly into the ears of individuals, without being audible to others walking nearby.
Unlike traditional speakers, Audio Spotlight technology targets sound that can only be heard when passersby are directly inside a tight, narrow beam of sound created by the speaker system. When a person steps into the beam of sound, they hear the scenes depicted in the video trailer of the film, but when they step outside the area, every trace of audio is gone. This leaves people wondering where the sound came from and attracts consumers' attention to the video playing above them. In addition to drawing attention to the message, the technology confines sound to specific, well-defined areas, preventing noise complaints that would prohibit the use of traditional loudspeakers. NMS has used Audio Spotlight in the past for similar projection campaigns, as the technology meshes perfectly in bustling outdoor settings.
"We always love to see the Audio Spotlight technology used in creative ways, and to captivate pedestrians for innovative OOH campaigns like these."
Technical Sales Manager, Holosonics
The Audio Spotlight system creates focused beams of sound by using a narrow beam of ultrasound as a "virtual" audio source. While ultrasound itself is outside the range of human hearing, this innovative technique causes the air itself to change the ultrasound's "shape" as it travels. This change leads to the creation of clear sound that can be directed to a precise location, with directivity and control that far exceeds any traditional loudspeaker. This directional audio technology is being used throughout the world to reach consumers at amusement parks, museums, trade shows, and retail stores. In the Out Of Home Advertising industry, the Obie-winning Audio Spotlight has been used in conjunction with Outdoor Billboards, in-store retail activations and Guerilla HD Projection Campaigns.