Still, some wonder how effective such ephemeral imagery can be. Diane Cimine, executive vice-president for marketing at the Outdoor Advertising Association of America, who has never seen the ads, said in-tunnel promotion sounds "wild and fun" but wonders whether "there's going to be a limitation on the communicability of these mediums."
Even if the market is relatively small, some critics say this idea will inevitably backfire, particularly given a newly skittish population of subway riders. "There have been so-called breakthroughs like this for years -- like ads at the bottom of golf holes or in public toilets," said Kalle Lasn, the editor of Adbusters, a magazine published by the Media Foundation in Vancouver, British Columbia, that satirizes consumerism.
"The real story, the way I see it, is that we are at the beginning of a huge backlash against the encroachment of our mental environment."
Some point out the technology's similarity to one employed by marketers in Ray Bradbury's dystopian vision Fahrenheit 451.
MotionPoster maintains there has been no adverse response in Europe. "None at all," said Michael Pelham, chairman of MotionPoster. "The passenger reaction is absolutely fascinating. They are saying, `Gosh, this makes our journeys much more cheerful,' and they are looking out for more."
The ads "don't block any beautiful views of city architecture or mountains," Gross said. "This isn't a pristine environment. This is an industrial environment. It's just dark outside the window." He also points out that advertising revenues help the cities where these ads appear. "This is providing revenue to the subway system. It's actually directly helping the communities where these signs will be in place."
The economics of in-tunnel deals vary by city, but few transit authorities have the luxury of turning a blind eye to the revenue potential. Atlanta's in-tunnel advertisements are projected to bring the city several million dollars over the next few years.
"I think people will ride the train just to see the ad," said Tony Griffin, marketing business manager of the Metropolitan Atlanta Rapid Transit Authority. "Obviously if this thing is a success, we want to look at it as a way of expanding."
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