By JmcDaniel | January 16 2013 15:30

Look, up in the sky, it's a bird, it's a plane, it's the NRA Video Screen

Measuring 16 feet in diameter by 6-feet tall, the NRA Video screen can be seen from all corners of the SHOT Show floor.

Las Vegas, Nevada - Just about everything at the SHOT Show is shiny and new. New guns. New gear. New vendors with new press packets and catalogs. New faces in new places. 

There are also new booths. That's where manufacturers do their business. To help draw attention to their cause, the booths seem bigger, fancier, and even more elaborate. It's all about attracting more eyeballs and more traffic. And the NRA is no exception.

What are we doing to attract more eyeballs and traffic? How about a brand new video screen?

Sitting atop the booth is a spinning video cylinder is what's known in the called a ring screen projection system.

"It's a sixteen feet in diameter by six foot tall projections system with four programmable projectors on the inside," one NRA staffer explained. "Any content we want to generate can be shown on that screen ... even a live cable feed."

The idea is to use the screen as a breaking news bulletin and as a way to communicate NRA programs and initiatives.

"The real value for us is that it provides maximum flexibility for content. It beats printing a message on a piece of fabric and wrapping it up there."

The screen, developed by M1 Interactive in Chicago, is always moving and changing. And the best thing is that it can be seen from just about anywhere on the show floor. But don't think you're going to see the new NRANews television show on the Sportsman Channel on the new ring screen. Why? Because of the audio.

"If we had enough audio for the crowd to understand what was being said on the screen, we'd be very poor neighbors to all the booths surrounding us."

It certainly stands out from the crowd, and that’s the name of the game at SHOT.

NRA's Ring Screen with Wayne LaPierre at the 2013 SHOT Show

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