7 Most Distinctive Times Square 3D Billboards

Times Square in New York City is known for its bright lights, bustling crowds, and iconic billboards. It’s a place where businesses and brands can showcase their products and services to millions of people every day. And with the rise of technology, traditional billboards have evolved into something more eye-catching and attention-grabbing – 3D billboards.

But what exactly is a 3D billboard and why is it becoming so popular in Times Square? In this article, we will explore the working principle of 3D billboards, the requirements for creating one, the rough cost, and how to make your 3D billboard stand out in the crowded streets of Times Square.

Is 3D Billboard Popular in Times Square?

The short answer is yes. 3D billboards have become increasingly popular in Times Square due to their ability to capture the attention of passersby. With the constant movement and activity in Times Square, traditional billboards can easily get lost in the sea of lights and advertisements. But 3D billboards, with their dynamic and interactive nature, can stand out and leave a lasting impression on viewers.

7 Most Distinctive Times Square 3D Billboards

  • Coca-Cola’s 3D Billboard

Coca-Cola is no stranger to Times Square, with its iconic red and white logo adorning many billboards in the area. But in 2017, they took their advertising to the next level by creating the world’s first and largest 3D robotic billboard. This billboard features over 1,700 independent LED screens that are choreographed to move and create a dynamic, lifelike visual experience of their iconic bottle. The result is a mesmerizing display that captures the attention of anyone passing by.

  • Netflix’s “Residential Evil” Immersive Ads

For the promotion of the popular show “Resident Evil”, Netflix used 3D billboards with physical elements extending from the screen. This created the illusion that characters and objects were emerging from the billboard, making it a truly immersive experience for viewers. This unique approach to advertising was a hit with fans of the show and garnered a lot of attention in Times Square.

  • Amazon’s “Wheel of Time” 3D Billboards

In 2021, Amazon’s highly anticipated show “Wheel of Time” was promoted in Times Square with a terrifying 3D illusion. The billboard featured a giant eye that appeared to follow viewers as they walked by, creating a sense of unease and intrigue. This clever use of 3D technology captured the attention of many and generated buzz for the show’s release on Prime Video.

  • House of the Dragon Large Screen

The majestic flying dragon from “House of the Dragon” was brought to life in Times Square with the help of 3D effects. The large screen displayed the dragon in all its glory, captivating audiences and creating a buzz for the highly anticipated show. This 3D billboard was a perfect fit for the fantasy genre and showcased the potential of 3D technology in advertising.

  • Spider-Man: Across the Spider-Verse 3D Ads

In 2018, the curved LED display in Times Square was used to showcase stunning 3D animation from the movie “Spider-Man: Across the Spider-Verse”. The display featured a mix of 2D and 3D elements, creating a dynamic and eye-catching advertisement for the popular movie series. This 3D billboard was a hit with fans and showed the potential of using 3D technology in outdoor advertising.

  • Fortnite x Balenciaga 3D OOH Advertising

In 2021, the popular video game Fortnite teamed up with luxury fashion brand Balenciaga for a unique 3D billboard in Times Square. The billboard used real-time ray tracing to create a towering 3D Fortnite character wearing Balenciaga fashion. This collaboration between two popular brands created a buzz in Times Square and showcased the potential of 3D technology in advertising.

  • BMW’s Illusionary Billboard

For the launch of their new car, BMW created a 3D billboard that made the vehicle seem to drive out from the display. This illusionary billboard was a hit with viewers and showcased the sleek dynamics of the car in a unique and attention-grabbing way. This 3D billboard was a perfect example of how technology can be used to create a memorable and engaging advertisement.

What’s the Working Principle of 3D Billboard Times Square?

The working principle of a 3D billboard is quite simple – it uses a combination of LED screens, control systems, audio systems, and 3D content creation to create a three-dimensional effect. Let’s break down each component to understand how it all comes together.

  • LED Screen Requirements

The first and most crucial element of a 3D billboard is the LED screen. These screens are made up of thousands of tiny LED lights that work together to create a high-resolution display. The size and quality of the LED screen will determine the overall impact of the 3D billboard. In Times Square, where the competition for attention is fierce, it’s essential to have a high-quality LED screen that can produce vibrant and clear images. So the LED screen refresh rate should be over 3840Hz, and the grayscale should be over 14 bit.

  • Control System and Audio System

Behind every 3D billboard is a sophisticated control system that manages the content and ensures that everything runs smoothly. This system allows for real-time updates and changes to the content displayed on the LED screen. Additionally, an audio system is often incorporated into 3D billboards to enhance the overall experience for viewers.

  • 3D Content Creation

The most crucial aspect of a 3D billboard is the content displayed on the LED screen. It’s what captures the attention of viewers and leaves a lasting impression. Creating 3D content requires specialized software and a team of professionals who can bring your ideas to life. The content should be visually appealing, engaging, and relevant to your brand or product.

The Rough Cost of 3D Billboard in Times Square

Creating a 3D billboard in Times Square is not a cheap endeavor. The cost can range from hundreds of thousands to millions of dollars, depending on the size, location, and complexity of the billboard. The cost includes the LED screen, control system, audio system, 3D content creation, and installation. However, the return on investment can be significant, as the exposure and impact of a 3D billboard in Times Square can be priceless.

How to Create a 3D Billboard in Times Square?

Now that we understand the working principle and cost of a 3D billboard, let’s look at how to create one that stands out in Times Square.

  • Screen Locations

The first step is to find the perfect location for your 3D billboard. Times Square has several prime locations, but they come at a premium price. It’s essential to choose a spot that has high foot traffic and visibility to maximize the impact of your billboard.

  • Screen Size

The size of your LED screen will depend on your budget and the location you choose. Larger screens will have a more significant impact, but they also come with a higher cost. It’s crucial to find a balance between size and budget to create an effective 3D billboard.

  • Perfect Design by a Professional Team

Creating 3D content requires a team of professionals who have experience in 3D animation and design. They will work with you to bring your ideas to life and create a visually stunning and engaging 3D billboard.

  • Vivid 3D Contents to Impress People with Your Brand Images

The content displayed on your 3D billboard should be visually appealing and relevant to your brand. It’s essential to capture the attention of viewers and leave a lasting impression. The use of vibrant colors, dynamic movements, and engaging visuals can make your 3D billboard stand out in Times Square.

  • Lighting and Other Environmental Factors

Lastly, it’s crucial to consider the lighting and other environmental factors when creating a 3D billboard in Times Square. The bright lights and constant movement in Times Square can affect the visibility and impact of your billboard. It’s essential to work with professionals who can ensure that your 3D billboard is visible and effective in any lighting condition.


In conclusion, 3D billboards have become a popular and effective way to advertise in Times Square. With their dynamic and interactive nature, they can capture the attention of passersby and leave a lasting impression. However, creating a 3D billboard in Times Square requires a significant investment of time and money. It’s crucial to work with a professional team to ensure that your 3D billboard stands out and makes an impact in the crowded streets of Times Square.