Mitsubishi Electric Corporation (TOKYO: 6503) announced today that it will unveil a Diamond Vision display at 1535 Broadway in New York City's iconic Times Square that exceeds 4k ultra-high-definition pixel density.
Installed in the heart of Times Square on the Marriott Marquis, the interactive digital display stretches eight stories high and wraps the entire city block. The screen is a massive 25,610-square feet, and with a pixel density of 2,368 x 10,048, it will be the highest resolution LED video display in the world. The installation will employ a Mitsubishi Electric Diamond Vision AVL-ODT10 large-scale display, which provides true 10mm pixel pitch spacing and uses a 3-in-1 surface mount LED (SMD) featuring Mitsubishi Electric's revolutionary Real Black LED technology.
Due to the very high resolution and pixel density of the display, Mitsubishi Electric supplied a special control system to provide pixel-to-pixel mapping of content and life-like images. The image area of the screen can be segmented to display multiple pixel-for-pixel 1080 HD or 4k images simultaneously. The display canvas allows for two 4k images to be displayed side by side, with pixels remaining in the height and width for other content.
According to the announcement, the "first-of-its-kind" screen gives brands the ability to engage with audiences in new ways. The interactive technology enables a variety of participatory experiences that blend the physical and digital, including the ability for pedestrians to use their mobile devices to influence and select the content that appears on the screen.
The "megascreen" is set to join the ranks of the most expensive pieces of outdoor ad real estate on the market, with a going rate of more than $2.5 million for four weeks, marketing executives told The New York Times.
The digital art content from Universal Everything will fill up the digital signage display from tonight until Nov. 24, when Google will take over as the exclusive debut advertiser through the New Year.