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Revolution Technology Shines at the Academy Awards
Innovative scrolling signage provides a moving backdrop
for the stars.
Ontario, March 7, 2006 -- As the stardust settles after the
2006 Academy Awards, a Toronto-based company is enjoying
the glittering fallout of its contribution to the set of Hollywood’s
grand homage to film.
Display Systems Inc. was selected to design and deliver scrolling
signage for on-stage display during the Academy
of Motion Picture Arts and Sciences extravaganza, marking the
first time that this emerging technology has been featured
live-to-air during the biggest show on earth. Reaching over
one billion people during the telecast, Revolution provided
a dynamic dimension to award presentations by Will Smith, Dustin
Hoffman, Uma Thurman and Lauren Bacall.
“We are thrilled to have been a part of the Oscars ceremony.
It’s essentially the pinnacle of TV broadcast opportunity
and this level of exposure is a dream come true. It’s
very gratifying to know that our company was trusted to deliver
under very high-pressure circumstances”, says Rikk Villa,
President of Revolution Display Systems.
signs are a familiar outdoor advertising strategy in Europe,
and are enjoying a surge of popularity around the
world. In simple terms, scrolling signs contain multiple panels
of printed artwork that move through the sign’s viewing
frame on demand. Over its seven-year history, Revolution research
and development has taken this basic concept to new heights
by developing a mechanical and electronic control system that
provides module-by-module programmability of artwork transit
speed and light-level to enable multi-sign choreography. Creative
advertising campaigns that exploit the power of this display
medium can generate significant public attention and expand
ad revenue for media companies.
With a very short production timeline, Revolution worked closely
with AMPAS stage designers, technology co-ordinators, artwork
printers and set-builders to ensure seamless integration
of the scrollers into the show. “There was no room
for error. Everyone had to be on the same page, and every
element had to work perfectly upon arrival at the Kodak Theatre.
Considering the professionalism of the team members, I’m
not surprised that it was a total success”, says Villa.
scrollers were controlled from an operations truck stationed
two thousand feet from the stage. Operators viewed
live broadcast monitors inside the remote control centre and
triggered art panel movements to coincide with pre-arranged
cues and camera angles. Notably, the introduction of the nominees
for the Foreign Language Film award were synchronized with
corresponding transitions of Revolution signs positioned to
either side of Will Smith. “It was one in a series of
exciting moments for us. Feedback from people at every level
of the production was unanimous in its praise for our product’s
performance and appearance”, continues Villa.
Revolution Display System is installed at Toys “R” Us
in New York’s Times Square, where 165 scrolling signs
comprise the entire façade of the toy retailer’s
flagship location. In Toronto, 40 units are integrated into
the 18-story Media Tower at the Toronto Eaton Centre. “Since
these locations represent the highest-traffic advertising centres
in their respective countries, we are buoyed by a rising tide
of interest in our systems”, concludes Villa. “Being
featured at the Academy Awards is a wonderful addition to our
list of achievements.”
For more information, please contact:
Revolution Display Systems Inc.