think outside the screen

For televisions fixed in living rooms, what’s outside of the box adds nothing.  Out-of-home media makes media context more significant.

Consider Doug Aitken’s SONG 1, now showing on the Hirshhorn Museum in Washington, DC.  Much of its art is in its relation to what’s off-screen.

Out-of-home video should play well within its particular physical circumstances.  More mobile apps should encourage users to look up.

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