A touchless technology company in Bristol has landed a major deal with a cinema advertising business in the US.
Ultraleap, which has developed hand-tracking and mid-air haptic technology, secured the deal with CEN Media Group.
The agreement will see the companies install screens that can display standard adverts and touchless interactive content in 10 US cinemas.
Ultraleap said its tech would allow brands to “engage with consumers in a safe and responsible way” following the Covid-19 outbreak.
Steve Cliffe, chief executive at Ultraleap, said: “People are more likely to interact with gesture control in the future, compared to touchscreens.
He added: “Using this type of technology not only surprises and delights consumers, but they now highly value being able to interact without touching surfaces.”
Kevin Romano, chief executive and founder of CEN Media Group, said: “Organisations that are taking proactive measures to protect and enrich the consumer experiences of their customers will be the most successful in the post-Covid-19 world.
“Safety is always paramount, but it doesn’t have to come at the expense of the user experience.
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“We have addressed those issues head on with the installation of Ultraleap’s touchless technologies which provide safe and clean interaction while engaging the consumer.”
Ultraleap is also working with digital sign company Broadsign and AI analytics company AdMobilize.
“We are excited to see cinemas re-opening around the world,” said Maarten Dollevoet, senior vice president for sales at Broadsign.
“Touchless technology like Ultraleap will play an ongoing, important role in ensuring a safe yet vibrant on-site customer experience."
Earlier this year, Ultraleap was named one of the top 50 most innovative technology companies in the West of England.
The company was formed after Bristol University spinout Ultrahaptics and San Francisco-based computer hardware device manufacturer Leap Motion merged last year.
Ultraleap’s products include hand-tracking and mid-air haptics technology , which uses ultrasound to project tactile sensations onto users’ hands.
Users can 'feel' and interact with virtual objects and controls with no need for wearables, controllers or touchscreens.