Projection: alternative to LCD, plasma

LCD and plasma screens have been the primary hardware options for digital signage, but digital projection is emerging as a viable third choice.

Projection allows for screens that are very large — as big as 200 inches diagonal. It allows virtually any surface to become a display, with no need for mounting heavy equipment. And it even allows the display to be die-cut into unusual shapes, as with the guitar-shaped screen that recently appeared in the window of London's Harrods Rocks store.

There are cost issues, of course — projectors and bulbs can be expensive — but for applications of a certain size and scale, projection is coming into focus as a strong alternative.

story continues below... advertisement     This story and all of our great free content is supported by:     ADFLOW Networks Inc. Revolutionizing the retailer-brand-customer relationship. Drive sales and enhance the customer experience by delivering targeted messages where they matter most - at the point-of-purchase.

A "through-the-window jukebox"

The Harrods Rocks store window is notable for several reasons. Not only does it use a projection-based screen cut into the shape of a guitar, it is paired with capacitive touch technology to create a "through-the-window jukebox," allowing viewers outside the store to affect content with a touch of the window.

Elemental Design created the window concept, with technology support from Remote Media and Blue Chip AV. Vodafone sponsors the video jukebox.

Harrods spokesperson Sarah Southgate said the retailer has tried projection displays in the past, but "the technology has improved significantly and is (now) much more effective (than before) in daylight."

The ceiling-mounted projector shines its imagery onto a custom-cut piece of 3M Vikuiti film. Vikuiti film, which is sold on a large roll, is self-adhesive and can be easily repositioned once placed on a piece of glass.

Simon Birkenhead, sales and marketing manager for 3M's digital signage division, said the film's ideal use is store windows, since it can be applied directly to the glass at the desired spot.

"It also means there are no bulky electronics to get damaged if someone throws a brick through your window," he said. "It also performs well as a free-hanging screen in large spaces, like warehouses or malls, where a large-format LCD or plasma cannot be placed due to weight."

British company Motomedia places rear-projection systems in vacant mall shops, and shares the revenue with the mall owner.

Since the installation is quick and easy, it's no great imposition to move the screen and the projector when a tenant is found.

One mall currently using the Motomedia system is London's no. 33 Liverpool Street. In March, EMI Records made a major ad purchase on the screens to launch the new CD from the band LCD Soundsystem. Taking the cool factor one notch higher, the system is Bluetooth-enabled — any such device within range is automatically sent an offer to download songs from the band.

Motomedia's managing director Kenny Maclean said his company's business model depends on the flexibility offered by projection. Not only are the projectors and screens easy to move and re-install, they allow for adjustable image sizes; the same projector can be used for storefronts both large and small.

Projection technology has also been used to powerful effect in an interactive store window deployed at Polo Ralph Lauren locations in New York and Chicago. The projected interface allows customers to shop from outside the store, 24 hours a day.

Cost comparison

Like virtually all other types of display technologies, prices for projection have fallen sharply. Three years ago, projectors capable of delivering 1080p high-definition content hovered around the $30,000 mark. In March, Epson unveiled a line of 1080p HD projectors under $3,000.

"By the end of 2007, I anticipate that high-performance DLP projectors, plus Vikuiti (film), will be a very realistic alternative to plasma and LCD," said Birkenhead.

As it stands now, projection is a more cost-effective option than plasma or LCD when it comes to very large sizes — and is really the only choice for those wanting screens much larger than 100 inches.

Motomedia's Maclean said a 10-meter roll of Vikuiti film — enough to make a screen 13 feet wide by 10 feet high, or 196-inches diagonal — would cost him about $12,000. Another $13,000 will get a cluster of projectors strong enough to tackle the screen, putting the cost of this enormous video wall at $25,000. "I am sure you won't get a 4-meter by 3-meter LCD for $25,000," he said.

For smaller sizes — 60 inches or lower — plasma and LCD are still more affordable. A piece of film large enough to make a 60-inch display sells for about $1,000; a 45-inch kit is about $600. After the cost of the projector is factored in (which varies dramatically based upon quality), the total bill is usually higher than a plasma or LCD of comparable size.

However, projection's main strengths — light weight, ease of installation, lack of wiring, the ability to customize the shape and the ability to put a screen anywhere — mean that in some cases, it will be the only choice no matter the price.