Interactive Video Wall from Pearl Media Spooks Subway Riders at Columbus Circle Shows off Witches of East End

By October 2, 2013 News No Comments


New York, New York, (October 1, 2013) –Subway riders at the busy Columbus Circle subway station have been spooked by a large-scale interactive video wall promoting the new Lifetime series “Witches of East End” since September 13. The gesture activated, multi-media billboard was produced by Pearl Media (, specialists in digital and interactive out of home experiences.

“The video walls are designed to get busy Upper West Side commuters to put down their small screens and spend time with cool content on a really big screen so that they’ll tune in to their medium-sized TV screens when the series premieres on October 6,” said Josh Cohen, CEO, Pearl Media.

Two, nine square-foot walls, comprised of nine screens each, intrigue subway riders with gesture-technology. An extreme close up of a woman’s green iris abruptly changes as commuters stroll by. Masses of black birds fly out of the woman’s eye; the more movement in front of the screen, the more the scene changes. Trees will go up in a blaze and additional gesturing will burn the flames brighter, higher and faster.  The second wall, equally as large, plays the show’s trailer. There’s music and sound, too.

The screens cast their spell over commuters September 13 – October 6.

“Gesture technology is the ‘ah-ha smile’ that gets people to stop in their tracks and check out the content. The more you move in front of the screen, the more the scene changes. For the ‘The Witches of East End’ the technology gave us an opportunity to surprise and enchant,” said Cohen.

Pearl Media partnered with Horizon Media, Civic Entertainment Group and CBS Outdoor on conception and implementation of this activation.

To see more about the Witches of East End Digital Video experience check out this video:

About Pearl Media

Pearl Media (, the US leader in 3D projection mapping immersive experiences, interactive windows and large format outdoor advertising campaigns, is redefining out of home media by delivering lasting impressions for major brands. Through memorable consumer engagements with multiple touch-points, including traditional and social media networks, Pearl Media extends brand impact in categories including: automotive, spirits, fashion, CPG, retail, gaming and entertainment and more. Headquartered in Fairfield, NJ, with offices in Los Angeles, Chicago and Miami, Pearl Media extends brand-to-consumer relationships through innovative media creations.