The emergence of screens in public spaces haven been increasingly in places everywhere for instance in a video shop, restaurant, lifts, toilets and also beyond driving roads. In the marketing point of view, by using screens in public spaces are factually making a useful responses and awareness by advertising their brands, products and services and many research have turn out to believe that this screens (Out of Home Media) are more visible and reachable. While, trailers and movies played in screens in public screens can definitely draw vast magnetism for people to watch and yet high curiosity and interest will be lure people to buy the intended promotional movie.
From my own observation of people watching screens in public were commonly were mostly for time killing purposes while waiting for something and for this reason neither me myself will actually watch on this screens only while I am waiting for something or someone. Then, foremost motive of people to watch this screen were mainly because the screens have literally attractive enough to draw people to watch on it for instance essentially because new ‘free’ movie on the play or a new launching of a fancy product. Or people seemingly joining the crowd or of curiosity to watch it since a group of people have gather informally in front of the screen. What I can observe from the people who watch on this screens have literally pays full attention to it and nearly forget that they are actually concentrating of watching a movie in an openly public space even though some public places turns out to be very noisy. Another one thing that I puzzle about my observation is that this people have been treating that sphere as completely private whereby still they are able to watch a movie without realizing that there aren’t any sound from the screen, except subtitles.
While, for me I seldom want to put myself to stop and watch this public screens unless it really attracts my attention or I need to kill my time while waiting for someone or to avoid any awkwardness during the alone time. It feel quite weird for me to watch a television in a public space like standing out of nowhere, in the middle of the road or for instance, in front of the video shop. Screens that only will draw my attention is advertorial screens that place outside the waiting lobby of lifts, toilets, LED signage on the roads while driving and promotional mini television on the product’s rack. I feel that it only appropriate for me to watch on this screens rather than standing in front of the video shop to watch a new movie releases. Hence, another public screen that I feel appropriate to watch is the television provided by restaurant, bar and campus or even mamak stalls. For at least, I feel it is not awkward to watch a television sitting in a restaurant while eating your meal than standing in middle of nowhere watching on a screen with no purposes but fully drawing your whole possessed attention on that screen only.