BACK-END AND BELOW-THE-LINE SERVICES

PASSENGER FRIENDLY

Amtrack may not be with us for much longer but in the meantime, commuters on the service's Keystone line — which services New York City to Harrisburg, PA — can break the monotony thanks to Philadelphia-based NRoute Communications, which is putting interactive displays in seat-backs. Movies, e-mail and online shopping are provided to passengers for free. The service is ad-supported, and can actually tailor marketing messages to the specific area the passenger is passing through, thanks to NRoute's geo-positioning technology. For example, a train approaching New York City could deliver ads for local restaurants or hotels. NRoute is developing similar services for the motor coach and airline industries. More info: 215-243-4136 or nroute.net.

BRANDING FROM ABOVE

It's a bird, it's a plane, it's … no, wait, it is a plane. Vista, CA-based SkyMedia Airships is giving local merchants the chance to take to the skies with banner ads, commercials, and even full-color videos on the 30- by 60-foot display areas of its 144-foot long airships. The ships can cruise at altitudes from 500 to 1,000 feet at 35 mph. Formally reserved for giant corporations, SkyMedia is currently offering the service to San Diego merchants and plans to expand the service nationally. Pricing starts at $150,000 per month for short-term leases and is discounted for long-term leases. A two-man crew pilots the ships, which feature giant billboards during the day and 1,600 square foot video/digital projection screens at night. More info: 760-295-1366 or skymediaairships.com.

ALL THE STORE IS A STAGE

Mass Connections, Cerritos, CA, a specialist in retail event marketing, has introduced Live, In-Store Commercials — events presented on a temporary stage by actors who follow a themed script that includes demonstrations and sampling. Mass Connections has developed several events, including an April in Paris theme that helped boost sales by an average of 400 percent. Another retailer used a Mardis Gras Carnival theme in 125 stores. More information: 800-275-6650 or massconnections.com.

CHANGING THE STRIPES

The increasing shortage of bar code numbers doesn't rank high among the world's crises, but as U.S. manufacturers run out of 12-digit codes (13 digits are the world standard) and a 14-digit standard is in the works, couponing gets mighty tricky. Coupons Inc., Belmont, CA, has developed a service that enables clients to change their bar codes on the fly. The company can also support any bar code standard. Clients include Kimberly-Clark, Johnson & Johnson, and Nestlé Corp. More info: 650-620-9200 or solutions.coupons.com.

INFLATABLE DELIVERY

Here's a packaging solutions provider that's not just full of hot air. Valencia, CA-based Air Packaging Technologies, Inc. is offering its Promotional Pak, a clear wrap that can be custom-printed with up to six colors in two standard sizes (six by eight inches, or 16 inches square). Paks can also be custom shaped. (How about a football?) Air Packaging can handle fulfillment but also rents equipment so marketers can inflate their own Paks. Pricing starts at 70 cents for the smallest pack. Clients include America Online, Saks Fifth Avenue, and Chivas Regal. More info: 661-294-2222 or airbox.com.

PAPER CHASE

Gyricon Media, Ann Arbor, MI, is offering SmartPaper, a reusable display material that looks and feels similar to real paper but is electronically “writeable” and erasable. Retailers can use SmartPaper to advertise sales and automatically make any changes offsite from a central point-of-sale system. Both Macy's and Dow Jones & Co. have done pilot tests of SmartPaper. Gyricon — which recently opened a new manufacturing plant for SmartPaper — spun off from Xerox in 2000. More info: 508-353-4755 or gyriconmedia.com.

GIVE YOUR FINGERNAILS A REST

The scratch-and-win game card gets a futuristic face-lift from Electronic Game Card Ltd., London. The EGC cards feature a microprocessor chip, a LCD screen, encryption and security devices, and the ability to play games such as slots and lotteries. Cards can be coded for multiple play. Ireland's Lottery has used the wallet-sized cards. More info: 44-207-451-2480 or egcltd.com.