Tunnel ads come to L.A. -- Welcome to the 'Blade Runner' era

Bad enough that billboards have gone video and talking gas pumps pimp snacks and oil changes. Now subway patrons passing through tunnels near the Universal City station will literally ride through movie trailers playing on the walls around them, Steve Hymon, our traffic guru, says. Here's how the MTA puts it in a news release:

The dark subway tunnels briefly turn trains into mobile movie theaters where passengers are dazzled by colorful, live-action video segments in this new, innovative form of advertising.

The MTA's jazzed about the $240,000 it will earn from forcing subway riders to watch the ads. It's enough to drive commuters from the trains and back into cars. But you're not safe there, either, Hymon says.

Marketing firms are also eying another lucrative market: the placement of ads on the painted stripes between parking spaces. In the past, the MTA has said that allowing stripe ads could net them $108,000 annually.

Bicycles anyone?

-- Veronique de Turenne

Photo: the Ladd Company

Comments

[huskerlaw]

I ride the subway 4 days a week, and I actually think it's a great idea. There are already ads for Speed Racer in the tunnel between Universal City and Hollywood/Highland, and from what I can tell, they're popular! This form of advertising is actually used quite a bit in Europe and as far as I can tell, it hasn't forced any Europeans back into their cars.

[xaiver]

nows theres no difference between the mta and the prostitutes on figeroua blvd.
they'll do anything for a buck!

[Gomo]

There are prostitutes on Figueroa? What stretch?

[Jeff]

I am all for anything like this that raises revenues without raising taxes. We need all the money we can for public transit in this city and even though this is pocket change it is a start.

I wouldn't mind if buses and trains looked like Nascar cars with every inch covered in advertising.

We need to be creative to end this devastating car culture!

[Steve]

Message to the MTA: Your aggressive advertising stance (i.e., no advertising is too intrusive) is one more reason to stay OFF the Rapid buses. Shouldn't it be my right NOT to be bombarded with advertising at every given moment? And don't tell me I can just look away and not pay attention when the only seat available is right next to the screen and the decible level is set at eleven! And the revenue generated is PEANUTS compared to the annoyance, clutter and strongarmed feeling one gets when confronted with constant advertising. Our public sphere is becoming nothing but a free canvas for advertisers.

[Deb]

Veronique , have you actually gone to see the tunnel ad yet?

[Veronique]

Hi Deb -

Not in the tunnel, just in the MTA's promotional video.

Veronique

[Tom Andrews]

What the heck is wrong with some of you? Is it your right to not be bombarded with ads??? uhh...No. It most certainly is not your right. Commercials are a fact of life. I think I learned that in the late 70s. When I was FOUR. I learned that I had to deal with commercials during Dukes of Hazzard because thats how the show gets paid for.

This is the dumbest complaint I have ever heard of. Did the Subway walls look particularly picturesque and beautiful before the ads?

I say go further. Sponsor every car. I say get rid of the names Red Line, Green Line, Gold Line etc. and replace with Bank of America Line, Visa Line and the Farmer John Hot Dogs Line.

I really don't get this argument one bit.

Not to mention, if they are anything like the motion wall ads on the T in Boston, then they are kind of cool anyway.

-Tom