Using cutting-edge technologies, XYZ RGB can turn an eight-second video into a full-colour hologram and place it in a plastic film that can be posted in malls, pasted to billboards or even wrapped around a can of soup.
The energy needed to make it work? Only a source of light.
The effect is described as similar to those newspapers in the Harry Potter movies that show a looped film clip over and over.
To be honest, I find that I’m rather ambivalent about this development. I’m totally wowed by the concept and the technology, and given that I used to collect movie posters, I think this may be a great way to revive what has deteriorated into a sadly unimaginative art form. However, if this technology becomes commonplace and ends up on everything from giant billboards to soup cans, I fear that the novelty will fade very quickly and we’ll be left with just so much additional noise in an already-deafening environment. I’ve become very conscious in recent years of how many commercial messages we receive during the day and frankly I resent them. It would be nice to find a way to turn down the volume, and I’m not sure this is it. I imagine that “video posters” will be pretty damn distracting once we start seeing them out in the wild; I can’t wait for the first 30-car pile-up because someone was checking out that amazing new sign looming over the freeway.
Of course, these posters may never rise beyond the level of novelty. The production process currently takes too long for any kind of large-scale implementation — a couple of hours are required to produce a single poster — and the company may never manage to improve on that. But I suspect they will. And the year 2015 may look a lot more like Back to the Future II than we ever expected…