Sony Pictures builds eye-catching OOH display for Spider-Man movie launch

The bus shelter is part of an integrated campaign, which includes a TVC film trailer, print and online components, for Sony Pictures' highly anticipated summer film The Amazing Spider-Man.

The installation, which will be in place from 15 to 28 June, features a 3.8-x-1.7-meter LCD panel and an acrylic web illuminated by dramatic blue lighting.

Literally pushing ‘out of the box’, the 2D die-cut Spider-Man extends beyond the standard bus shelter panel and features sparkling eyes thanks to a lighting effect.

To engage with pedestrians, JCDecaux-Cityscape, the company that handled the creative execution of the bus shelter campaign, added a QR code that leads to an interactive quiz. The panel provides subtle hints to questions such as what year the first Spider-Man comic book was published.

The film is opening in both 3D and 2D on 29 June in Hong Kong, Singapore, Taiwan, Thailand and Japan—ahead of the 3 July opening in North America.

Earlier this month, JCDecaux Cityscape launched a creative bus-shelter execution for Adidas, featuring trial sprays of a new line of women's deodorant.