Nothing new 2: Moving ads in railway tunnels (1909)
Anyone who has been through certain London Underground stations in the past year or so will have been struck by the video advertising sites that have replaced hoardings and posters alongside the escalators. How very modern, you think. Well, actually the idea celebrates its centenary this year.
On 29 September 1909, one Robert Fox, engineer, of 15 Werter Road, Putney applied for a patent on a ‘means of producing cinematograph effects, more especially for advertising purposes, by means of the motion of a railway carriage or like rapidly moving vehicle. The invention is especially intended for use in “tube” railways and employs walls of the tube as the means of display.’ This is his description of the technique:
On the walls of the tunnel, or mounted on suitable supports by the side of the line if in the open, I place, as in apparatus already proposed for this purpose, a long succession of photographic enlargements or pictures taken from a cinematograph film or otherwise produced in such a manner that. if viewed in rapid succession they give the effect of a moving picture, such pictures being separated by wide blank spaces, preferably black or darkened, as viewed by the observer, and placed on a level with the windows so that they are readily seen by passengers. They are illuminated by light thrown upon or through them from the carriage or from fixed lamps. The separating or stopping off portions are, according to my invention, wedge shaped or triangular in. plan with the front face at right angles to the picture and a blank sloping face in the direction meeting the train. The front face may be provided with the lamps.
These pictures are placed along the line in parts where the train maintains a fairly constant speed and the width of the pictures is calculated upon the speed the train is expected to reach. The eyes of the passengers are caused by the brilliantly illuminated pictures to rest momentarily on each picture as it arrives and pass rapidly over the blank space to the next slightly differing one, so that the effect produced corresponds to that of an ordinary cinematograph, although the person viewing moves while the pictures retain their position, in contrast to the ordinary arrangement.
Mr Fox, who by then, perhaps bored by travelling through dark tube tunnels, had moved to Westcliff-on-Sea, was rewarded with a patent on 11 August 1910. Not quite flat-screen video panels but a bold effort that had to wait almost a century to be realised.