By David Higgins The Australian, Tuesday May 17 1994 | ABC TV + Channel 5 News, Singapore
Unveiled on Saturday by the Singapore Minister for Defence,the giant slides displaying interchanging images of a man in military and civilian dress, measure 1.5 x 1.1m, but when back lit appear to protrude 1m with a 6m depth. Singapore commuters may be surprised to find themselves accosted by quick dressing soldiers in trainsubways, thanks to an Australian holographics company. Adelaide based Australian Holographics, producer of the world’s largest commercially available holograms, recently made 5 dual channel holographic advertisements for the Singapore Military.
It is the first time large holograms have been used in billboard style advertising anywhere in the world, according to the Australian Holographics Managing Director, Mr. Simon Edhouse.
The advertisements, expected to be seen by millions of commuters each day, are part of a campaign called ‘The National Servicemen, designed to promote the role of operationally ready national servicemen who have completed Singapore’s compulsory military service. Singapore based specialist design company Prinex, which holds the military contract, has since commissioned Australian Holographics to manufacture holograms for advertisements across the Asia-Pacific rim.
“The Singapore Military wanted something special” Mr. Edhouse said. “Prinex got the contract because, through us, they were the only company able to offer holograms.”The company is one of only three in the world – and the only Company in the Asia-Pacific area – to make large format “Rainbow Transmission Holograms”.The largest holograms the company manufactures measured 2.2 x 1.1m, and were only restricted by the size of the available film, Mr. Edhouse said.
Holography was the visa merchandising medium of the future. “In a couple of years you’ll be seeing them in Airports and all around the place, but now our market is mostly Science Centres and Museums.” Mr. Edhouse said the next step for holography would be fully moving holograms with up to 300 movements, probably for use with automatic teller machines. The holographic masters cost $7000 to produce ($14,000 for dual channel holograms) and $5,000 a copy.