The idea of lighting posters in tunnels to capture the attention of train passengers is not new...
The idea was brilliant that the system would use the movement to turn a light box with static images into a motion picture outside of the train's window. SideTrack uses a technology most closely associated with the movie projector; a series of static images is rapidly illuminated as the subway train roars past. Submedia uses a concept as old as the Zoetrope, a Victorian contraption that sent a series of static images whirling past a narrow. At last what the riders see is basically the same. The darkened subway tunnel is suddenly illuminated by a series of moving images, which transit riders view through the train's windows.

The motion ads first appeared in New York's subway tunnels several years ago. Riders looking out car's windows see what looks like a movie flash past them as the train whizzed by the displays. This was an exciting new medium, never seen before, and a chance to break through the clutter in a non-intrusive manner. Since from the beginning It was thought as a perfect opportunity to translate what was been doing on television.

In fact, what commuter sees is one of the latest forms of advertising technology, which is slowly taking over one of transit riders' last refuges from commercial messages. The technology, which came from companies such as Canada's Side Track and New York-based Submedia, was just what it sounded like: ads were displayed on subway tunnel walls in nearly 10 cities worldwide promoting products,and turning the dark tunnel wall into revenue for transit systems…