Double Takes | EW.com

Movies

Double Takes

Holographic posters take Hollywood advertising to a new level

The technology hasn’t changed much since the 1960s, but recently, lenticular posters, holographic prints that flip-flop from one image to the next (remember those cheesy portraits of Jesus opening and closing his eyes?), have become hot among movie memorabilia collectors. Not only have some fetched big dollars (according to Jon Hopkins of Emerald City Poster Co. in Seattle, The Lost World: Jurassic Park’s 3-D ad was selling at a dino-size $1,500 when the movie first opened), but others have driven fans to petit larceny. The lenticulars for MGM’s Species II, in which Natasha Henstridge goes from babe to beast, are being lifted from big-city bus shelters. So far, more than 100 have disappeared, despite custom bolts and screws designed to safeguard the posters, which cost about $180 each to make. ”It takes special tools to remove them,” says Doreen Roberts of Outdoor Systems Advertising, which manages the shelters. ”These guys must be pretty sophisticated.” The studio isn’t surprised the ads are so hot. ”This is the only one that ever worked in the shelters,” says MGM’s advertising VP, Randi Braun. ”The subject is so perfect.”