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Hailed by aficionados as a cinematic masterpiece, the original Blade Runner set out a fascinating vision of the near future when it was released in 1982. Set in the year 2019, bounty hunter Rick Deckard, played by Harrison Ford, is tasked with pursuing human-like androids called replicants in a high-tech, dystopian world where the line between human and machine has been blurred. The film calls into question the very nature of reality and our ability to accurately perceive it. Today, while we’re not living alongside humanoid robots, the film’s themes resonate strongly, and there are surprising similarities with the world.

Adding levels of interactivity, such as this, is becoming increasingly important to amplify the reach and engagement offered by OOH channels, and it is being taken to truly immersive levels by technologies such as Virtual Reality (VR). An example is Voyager, the world’s first full-motion cinematic chair, which is now commercially available for UK advertisers, bringing with it the potential for premium, multi-sensory experiences in public spaces, adding a complementary layer to OOH campaigns. The Voyager chair layers HD visual content with high-definition sound, haptic movement and even scent, engaging all five senses to enable consumers to truly suspend all disbelief and sink into a virtual world behind the headset.

Source: Steve Payne of Kinetic: how technology is expanding out of home’s ad horizons