C2E Technology Labs Pvt Ltd is a firm started by professionals from leading institutes who have worked with premier organisations like Andersen, CES etc.  with a passion to spot opportunities where none existed earlier. Armed with technical and more importantly creative business acumen, these professionals have created and successfully implemented innovative asset utilization schemes and plans for their clients.

Taking this passion forward, they have now created a company that will focus in identifying really innovative Concepts and taking them right TO the Execution stage.

The Journey so Far

An opportunity was spotted in the dark tunnels through which the trains run. How about watching a movie through a window ‘placed’ on the tunnel walls? This set them off on a journey of experimentation- experimenting the technology of a ‘reverse-movie’. According to this, it is the audience that is moving while the animated film frames are lighted up in the tunnel spaces!  Research began and development of the prototype started. While the research was focused on getting the algorithms governing the entire system was being perfected, it was also found out that a firm based out of the US had already patented this technology. At this stage it was considered more prudent to obtain the technology rather than re-invent it and get into some patent infringement issues.

C2E are now the sole licensees to use the technology developed by US Company Sub-Media.

The Technology on Offer

The technology consists of two sets of processes  – one a specially designed display box, which houses the images, frame-by-frame placed next to one another; and -the other process consists of changing images in such a manner that when installed in the displays and watched by a moving audience, they appear moving without any blur, any distortions.

The design of the boxes incorporates variables like speed of the train, distance of the viewers etc. The ‘software’ consists of modifying the images in manner consistent with the above variables. Both these together along with the moving audience creates the ‘motion picture’ effect.

With the help of this technology, DMRC can use the tunnels, the walls of the stations etc to put up commercial ‘films’ . Thus DMRC can generate additional revenues from hitherto unused assets.

Other Than Just Tunnels

A New Medium for Advertisers

Advertisers for long have been looking for content that can captivate the audiences. Audience, now-a-days are very fickle, changing channels during the break, prominent outdoor locations being missed out due to traffic conditions, not to speak of the ‘hazardous’ hoardings. Advertising is being considered an interruption, rather than being welcomed.

It is common experience for most of us traveling in a lift or bus or a train to stare out of the window, at nothing. In a confined space, where people are forced to concede personal spaces, their discomfort makes them avoid looking at each other.

It is not surprising then, when surveyed across the metros where this medium has been installed, including NY, Chicago, Tokyo etc, audience found the experience enjoyable. More than 60% of the audience looked forward to the experience! Thereby, ensuring an extremely high recall, close to 86%, with  print media at 18% being the second highest recall. In our country, with much lesser advertisements per person, these rates will be much higher.