Twentieth Century Fox’s latest release Percy Jackson & The Lightning Thief is being brought to life on the streets of London this week through the world’s first outdoor ‘Real 3D’ ad campaign.

Developed by Twentieth Century Fox in association with Clear Channel Outdoor’s Create division, 3D Exposure and Hyperspace (Posterscope), the campaign enables consumers to engage with a bespoke 3D trailer show on 42” HD screens, integrated in a selection of London’s bus shelters (Oxford Street, Buckingham Palace Road, Kensington High Street and Kingsway).

The original Percy Jackson trailer was converted from 2D to 3D with additional elements re-created to take the film promotion into the next dimension. The ‘Real 3D’ total surrounding effect is achieved without the use of glasses through a specialist filter affixed to the HD display. The LCD image is then subdivided into complex repeating segments that result in the human binocular vision interpreting the image as a ‘Real 3D’ scene.

Richard Simkins at Hyperspace said: “In recent years we have seen the quality of 3D displays increase significantly, this coupled with falling technology costs means that it is now a viable and exciting medium to use in out-of-home advertising campaigns.

“3D displays such as the Real 3D format offer advertisers a new way to (literally) reach out and engage their audience, and we are certain that 3D imagery will offer new depth to the out-of-home experience for years to come.”