Patent Application
20130145661
Apparatus which can be operated to selectively hide or reveal visual or graphical displays or material. In some embodiments, an apparatus useful for presenting advertising material which can be operated to reveal or display graphical advertising in a display-mode and, conversely, to hide or conceal such graphical advertising when in a conceal-mode.
Although advertising in conjunction with movie presentations is well-known in the art, the use of advertising in movie theatres has previously been limited to pre-feature projections on movie theatre screens or printed material contained or displayed on concession purchases, for example.
Although a conventional movie theatre typically contains ample wall space for presenting additional, revenue-generating advertisements, large-format graphic displays for advertising, promotion or design purposes have heretofore not been possible within the theatre environment due to the combination of one or more limitations.
For example, it is undesirable for an advertising display to remain visible to the audience during the presentation of the movie feature. Moreover, traditional signage materials have undesirable acoustic qualities and thus would negatively impact the acoustical component of a movie presentation in a conventional theatre space. As a result of the potential for visual distraction and/or acoustic interference with the use of conventional advertising signage, even though advertising is an attractive revenue stream, movie theatres have heretofore avoided the use of such advertising both to avoid objection by movie studios and distributors and to avoid the potential loss of customers which might result from such usage.
In addition to the above-enumerated problems or drawbacks in the prior art, even if conventional signage displays were acceptable during certain movie presentations, such signage might not be acceptable when viewable during other presentations because of possible specific content conflict or specific studio objection, for example. Furthermore, utilizing conventional signage does not permit cost and/or labor efficient or environmentally friendly mechanisms or methods for changing, modifying, or removing advertising content.
In sum, it would be desirable in the art to have an apparatus or method which can be utilized to provide or display advertising on the otherwise unused wall space within a movie theatre (or other theatre type) which can be concealed or hidden or removed from view during the actual feature presentation. In addition—although not required—it would be desirable to have such a device which is more environmentally friendly, more cost and/or labor efficient to change advertising content (including, in certain non-limiting examples, with which advertising content can be modified or changed with no manual intervention) and/or which will not interfere with the acoustical elements or components of a feature presentation. Similarly, it would be desirable to be able to advertise to theatre patrons on heretofore unused wall space after the completion of the feature movie (or other type) presentation.
In view of these and other desires for improvements in the art, it is a purpose of the herein described invention to address one or more of such desires as well as, or in the alternative, other needs which will become more apparent to the skilled artisan once given the present disclosure.
Generally speaking, this invention relates to apparatus or devices (or methods for using such devices or apparatus) which are structurally designed and configured so as to be capable of selectively displaying visual or graphical material to a viewer or viewers (e.g., advertising content or material). In some embodiments, apparatus or devices are provided which are capable of being selectively switched between at least two modes. More particularly, in such embodiments, such apparatus or devices can be switched between at least a “display-mode” in which visual or graphical material (e.g., advertising material) is visible or displayed and a “conceal-mode” in which such visual or graphical material is concealed from view or display. In certain embodiments, such devices and/or apparatus and/or methods are provided for exploiting the heretofore unused wall surfaces in theatre environments and/or similar space within other low ambient light presentation or entertainment areas.
In some embodiments, the apparatus and/or methods provided are structurally designed and/or configured so that they will not negatively interfere with the acoustical environment of the theatre or auditorium in which they are installed and/or will not interfere with or otherwise negatively impact the acoustical components or elements of a feature movie presentation, for example.
In other embodiments, alone or in combination with the other features described above, the apparatus or methods provided allow advertisements to be displayed, through use of internal illumination (e.g., back or side lighting), on wall surfaces of movie theatres prior to the display of the feature movie presentation, and such advertisements can thereafter be hidden or otherwise concealed from the view of movie theatre attendees by dimming or turning off the internal illumination. In certain preferred embodiments, the apparatus is provided with an acoustic sheer layer which is substantially or completely visually transparent when illuminated by the apparatus lighting but which is effectively opaque or “non-see-through” when not so illuminated (in preferred, but not necessarily all, embodiments, such acoustic sheer layer is visually non-reflective). In still additional embodiments, the acoustic sheer layer is acoustically neutral or transparent or otherwise acoustically tailored so as not to interfere with the acoustical performance of a movie presentation. In still additional embodiments, the graphical/visual advertising content is printed or otherwise contained on a separate layer (e.g., a fabric layer) which is also acoustically neutral or transparent or otherwise desirably acoustically tailored. In certain preferred embodiments, a frame or similar mounting mechanism is provided for mounting or carrying the acoustic sheer layer, the visual graphical layer, and the device illumination system (e.g., a configuration of LED or other suitable lights). In some (but not all) preferred embodiments, the apparatus also includes an acoustic core. The acoustic core, when utilized, can be tailored and/or selected to provide desirable acoustic qualities to the apparatus. For example, the acoustic core can be tailored and/or selected so that it matches the acoustic qualities or characteristics of the respective movie theatre or auditorium in which it is installed.
In certain particularly preferred (but optional) embodiments, the visual or graphical layer (e.g., fabric or other type layer containing advertising content) is mounted or carried on a roller system such as depicted in the example drawings submitted with this provisional patent application. Using such a roller system combined with fabric-printed graphics, content displayed by the apparatus can be changed both inexpensively and with minimal labor by simply removing and replacing “rollers” (e.g., different rollers can be “loaded” with different advertising content) or by using, for example, a roller system in which differing or multiple types of advertising material (or other graphical content) are loaded onto a single roller. Using such an (optional) system in combination with a motor-powered roller (as one non-limiting example), displayed content can be changed remotely or automatically (such as by use of pre-programming and/or pre-timing) by motor operation of the roller to unveil or unroll alternative or different graphical/visual content (e.g., onto a corresponding “take-up” roller) at different times. For example, different advertising content could be displayed before the start of and after the conclusion of a feature movie presentation.
In certain optional embodiments, a display apparatus includes a unique composition of dye-sublimation printed graphics on an acoustically transparent fabric which is contained within or on a frame behind an acoustic sheer. Also contained within the frame in this embodiment, behind the printed graphics, are optional LED lights to illuminate the dye sublimation printed image and a 1″ thick acoustic core backing which maintains the acoustic balance of the room. Other thicknesses of acoustic core backing may of course be used (e.g., between, but not limited to between, ⅛th and 6″ thick backing).
In certain other embodiments (alone or in combination with one or more features of other embodiments described herein), prior to a feature movie presentation (e.g., during a pre-show), LED lights can be employed to illuminate the printed image or graphics, making the content visible to the audience. Once the feature presentation begins, LED lights may be dimmed or turned off completely so that the printed image/graphics disappear(s) from view behind the (preferably) non-reflective acoustic sheer. The unit, in some embodiments, is designed so that it blends into the existing acoustic wall treatment, retreating from the audience's line of sight. In certain preferred embodiments, although not required, the printed graphics are loaded into a demountable roller cartridge which allows for quick and easy replacement of graphics/printed content (e.g., using pre-loaded cartridges). Roller cartridges may be, but are not required to be, reusable or recyclable.
In at least one particularly preferred embodiment, there is provided apparatus comprising: a frame having opposing rail portions; a first fabric layer, carried by the frame, which is substantially acoustically transparent and which is at least partially visually transparent when backlit with light and which is substantially opaque when not backlit with light; a second fabric layer, located behind and physically concealed by the first fabric layer and carried by the frame, the second fabric layer being at least partially light transmissive and including graphical images on at least a portion of a surface area thereof; a third layer, spaced from and located behind the second fabric layer, comprised of a reflective surface facing the second fabric layer; a plurality of light sources so physically located and oriented so as to, when turned on, provide a light field between the second fabric layer and the third layer, the reflective surface of the third layer interacting with the light field, when the plurality of light sources are turned on, to assist in homogenization of a brightness of the light field so as to result in a backlighting source comprised of a substantially continuous light field of substantially uniform brightness which, at least partially, transmits through the second fabric layer and the first fabric layer in a substantially uniform visually perceptible brightness; and wherein, when the plurality of light sources are turned on, the graphical images located on the second fabric layer are visually viewable when viewing an outward facing surface of the first fabric layer; and wherein when the plurality of light sources are turned off, the first fabric layer is substantially opaque and thereby conceals the graphical images from visual perception.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the frame of the apparatus comprises a first set of two opposing rail members with a plurality of light sources mounted thereon, each of the two opposing rail members of the first set including light sources oriented generally facing each other, and a second set of two opposing rail members connected to the first set of two opposing rail members, the second set of two opposing rail members including reflective surfaces oriented generally facing each other.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the first and second sets of opposing rail members are connected to form a frame having a generally rectangular configuration (“rectangle” being defined herein to include any geometric shape having four sides connected at four corners of approximately 90 degrees each, regardless of whether the sides are the same or different lengths).
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the first set of two opposing rail members, with the plurality of light sources mounted thereon, are shorter in length than the second set of two opposing rail members.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the first fabric layer is mounted in a first plane spaced a distance x from the second fabric layer mounted in a second plane and wherein the third layer is mounted in a third plane spaced a distance y from the second layer on a side of the second layer opposite the location of the first layer.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the first fabric layer is a sheer layer comprising warp knitted polyester mesh, having a weight selected from between approximately 2.8 and 4.8 oz per square yard, penetrated on both sides with printing ink.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the second fabric layer comprises warp knitted polyester mesh, having a weight selected from between approximately 6 and 10 oz per square yard, with graphical images printed thereon.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the third layer is a fabric layer comprising warp knitted polyester mesh, having a weight selected from between approximately 6 and 10 oz per square yard, which is optically white on at least one side.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the plurality of light sources are LED lights.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the plurality of light sources are LED lights mounted spaced between 1.5 to 4.0 inches apart projecting a combination of broad and narrow light beams at one or more angles such that, the combination of broad and narrow light beams, in aggregate, form the backlighting source comprised of a substantially continuous light field of substantially uniform brightness.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the plurality of light sources are LED lights mounted spaced between 1.5 to 4.0 inches apart projecting a combination of broad and narrow light beams at one or more angles such that, the combination of broad and narrow light beams, in aggregate, form the backlighting source comprised of a substantially continuous light field of substantially uniform brightness, and wherein the narrow beams are projected at angles selected from between approximately 5 and 15 degrees and the broad beams are projected at angles selected from between approximately 40 and 50 degrees.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the plurality of light sources are LED lights mounted spaced between 1.5 to 4.0 inches apart, the LED lights projecting a combination of broad and narrow light beams at one or more angles such that, the combination of broad and narrow light beams, in aggregate, form the backlighting source comprised of a substantially continuous light field of substantially uniform brightness, and wherein the narrow beams are projected in a selected manner to reflect off of the third layer and the reflective surfaces of the opposing rail members, in combination, and the broad beams are projected in a selected manner to diffuse light across broad portions of the second fabric layer.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the plurality of light sources are LED lights which are dimmable.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the second fabric layer contains graphical images printed with dye sublimation techniques.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the plurality of light sources are LED lights equipped with substantially oval lenses.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the distance x is selected from between approximately ¼ and ¾ of one inch.
In certain non-limiting alternative examples of the above embodiment, or in combination with any of the other embodiments described herein, the distance y is selected from between approximately 2 and 12 inches.
Certain examples of the invention are now described below with respect to certain non-limiting embodiments thereof as illustrated in the following drawings wherein:
The drawings submitted with and which form a part of this patent application each illustrate an embodiment, or one or more components of an embodiment, of a non-limiting example of Applicants' invention. While these drawings depict certain preferred embodiments of Applicants' invention, as well as certain particularly desirable features thereof, they are intended to be examples only and should not be construed to limit the scope of Applicants' invention.
For a more complete understanding of the present invention, reference is now made to the following description of various illustrative and non-limiting embodiments thereof, taken in conjunction with the accompanying drawings in which like reference numbers indicate like features.
Referring initially to
The following is a more detailed list and description of certain example components particularly useful with the apparatus depicted in
While each of the above-described components are excellent for their intended purposes, they are not each required to be utilized or employed as exactly described or otherwise depicted and certain/each component(s) may be reconfigured or replaced or repositioned without departing from the scope of the invention.
In certain example embodiments, the apparatus will employ high definition dye-sublimated printed graphics and/or an acoustically absorptive construction. Embodiments may also have (but are not required to have) a multi-layer construction allowing images to completely disappear when the feature presentation begins. While LED lighting is useful for illuminating the display for vivid and colourful presentation, other lighting types, alone or in combination with LED lighting, may be used.
The following is a list of example features and benefits that the herein-described invention provides. While certain embodiments of the invention provide all of these features, other embodiments may only provide one of these features or benefits or some smaller combination of such features and benefits:
Referring now to
Frame 103, in turn, is comprised (in this example embodiment) of four frame rail members connected to one another using a male/female connector type mechanism. As seen in
As most easily seen in
Assembled as such, when LED lights 121 are turned on or illuminated, the light from such LEDs essentially fully illuminates the backside of second layer 117. In preferred embodiments, however, the display apparatus is designed with specific parameters to ensure that a continuous light field of substantially uniform brightness is provided behind layer 117. This is accomplished, in this embodiment, by spacing LEDs approximately every 2.25-2.5 inches on the vertical rails and by using LEDs which produce a combination of both narrow and broad beams which, when shone together, combine to form a generally uniformly continuous light field. The production of the continuous light field, of substantially uniform brightness, is aided, at least in part, by the reflection of light (produced from LEDs 121) by reflector strips 123 and third layer 119. Moreover, in certain example embodiments, the broad and narrow beams can be angled to achieve a uniform field, such as at 45 degrees and 10 degrees, respectively.
In an example method of operating display apparatus 101, the display may be installed in a conventional movie theatre, such as the theatre depicted in
In an alternative movie theatre installation, such as depicted as 301 in
Although many different embodiments are contemplated by the inventors, certain fabric types have been discovered to be particularly effective when employed in the various embodiments of the invention described herein. Other variations of fabric types and weights, etc. may of course, be employed. For example, first fabric layer 115 is preferably a sheer 100% polyester warp-knitted 3.8 oz/square yard mesh. This particular fabric selection allows double sided penetration of printing ink. Second Layer 117 is preferably a 100% polyester warp-knitted 8 oz/square yard fabric. And, third layer 119 is preferably a 100% polyester warp-knitted 8 oz/square yard, optically white layer (a “silvered” reflector layer could optionally be substituted, however).
Example LED types which can be employed are CREE XP-E WHT 6200K lights. When lenses are used, an oval lens which is particularly effective is a LEDIL Laura XP. Although display apparatus 101 may be powered by many types of acceptable power sources, a dimmable LED driver is an effective option.
Once given the above disclosure, many other features, modifications, and improvements will become apparent to the skilled artisan. Such features, modifications, and improvements are therefore considered to be part of this invention, without limitation imposed by the example embodiments described herein. Moreover, any word, term, phrase, feature, example, embodiment, or part or combination thereof, as used to describe or exemplify embodiments herein, unless unequivocally set forth as expressly uniquely defined or otherwise unequivocally set forth as limiting, is not intended to impart a narrowing scope to the invention in contravention of the ordinary meaning of the claim terms by which the scope of the patent property rights shall otherwise be determined:
This application claims priority to U.S. Provisional Patent Application No. 61/550,862, filed Oct. 24, 2011, the entirety of which is hereby incorporated by reference.
| Number | Date | Country | |
|---|---|---|---|
| 61550862 | Oct 2011 | US |
