We kick off 2024 with a groundbreaking announcement: the ability to create simulated outdoor advertising pieces that, for the first time in Spain, will be linked to advertising screens. This new service will be provided in collaboration with Maramura, who will be responsible for the design and creation of these pieces.
This type of advertising is made possible through CGI (Computer-Generated Imagery) technology, allowing for the generation of highly realistic and attention-grabbing computer-generated images. In our case, the creatives will appear to emerge from the exterior screens of Cines Callao, resulting in spectacular advertising actions with significant viral potential on social media. Callao City Lights will offer this service as an added value to campaigns displayed on the exterior screens of Cines Callao.
This marks the first time that an exclusive advertiser in Spain offers the possibility of surprising the audience with such actions using their screens (simulated), as, until now, these had only been showcased in our country associated with buildings or public places in cities.
Maramura was already collaborating with Callao City Lights in designing 3D actions for the 15 large-format digital screens that the company markets under the Circuito Gran Vía brand.
Access an example of how this format linked to our screens can be seen:
Sobre Callao City Lights
Callao City Lights is a pioneer in large-format digital outdoor advertising in urban centers, thanks to its two large screens located on the facades of the Cines Callao. These supports are equipped with the latest innovations (3D, OnAir technology, live broadcasts, mobile retargeting, interactivity, contextualized creativity…) and boast the best image quality on the market.
Since June 2022, Callao City Lights has been marketing Circuito Gran Vía, the largest digital large-format circuit in urban environments in Spain. Comprising the exterior screens (15) of Cines Callao and the theaters Coliseum, Lope de Vega, and Rialto (4 of the 7 theaters on Madrid’s Gran Vía), it offers a total advertising surface of 460m2. This circuit enables brands to reach the audience traversing the Callao/Plaza de España axis, a bustling area known for its tourist attractions, commercial activities, and entertainment.
Furthermore, Callao City Lights manages the space at Cines Callao, where premieres and Madrid’s most prominent events take place. This venue, privileged for its history and technological facilities, serves as an ideal location for both corporate events and the cinematic world.
Situated in the heart of Madrid, in the Plaza del Callao, the Cines Callao occupy the third busiest square in Europe and the most traffic-heavy in Spain, attracting 150 million people annually.