Submedia, LLC has developed a simple, cutting edge technology that shows advertising movies and public service messages to subway riders traveling between stations. Revenues generated from advertisers are shared with transit authorities. These revenues help offset operating losses, defray the need for fare increases and benefit the riders. The new technology takes advantage of an unused resource: the dark tunnel walls. Riders enjoy the movies because they are entertaining without obstructing pleasing landscape views. Transit authorities enjoy a significant new revenue stream and the appreciation of the riders. Transit systems with increased revenue from such opportunities can not only attract: more federal funding, but also experience increased ridership due to improved infrastructure, better vehicles and better-funded management. This, in turn, leads to less automobile usage, less pollution and reduced transportation spending per mile traveled. Submedia's technology takes advantage of a 200-year old technology called the zoetrope, which was the world's first motion picture machine. The zoetrope is, a cylinder with vertical slits cut into the top and images inside. When the viewer spun the cylinder, the images would appear to move. With Submedia's technology, the moving transit rider provides the motion while the images and slits are fixed to the tunnel walls. Riders on every train see a movie right outside the window. The length of the movie is limited only by the length of the tunnel wall. Major global advertisers, such as Coca Cola, are advertising in Submedia displays already installed in Atlanta's MARTA system and Philadelphia's PATCO system. Another large, blue-chip advertiser to be announced in the future will be advertising in future displays which are being installed in New York City's PATH system. Many other blue-chip advertisers are interested in Submedia displays.