A BMW dealership across the pond has harnessed the power of digital projectors to boost business and brighten up customer visits at the same time.

California-based Rusnak BMW is using one dVision projector for team training sessions and product presentations in conjunction with a Polyvision interactive smartboard. Another dedicated digital home cinema system, featuring a dVision 30-1080p projector, means visitors to the dealership can watch HD movies via a Kaleidescape player.

The moves it has taken towards the dynamic audio and video presence with TITAN 1080p projectors have even seen Rusnak win a Best Special Project award at Georgia technology event the CEDIA Expo.

"Specific venues within the dealership display true technological innovation," says a representative. "The main showroom features two large rear projection systems with Digital Projection Titan 1080p-700 projectors beaming onto custom rear projection screens."

"Cleverly concealed within recessed spaces in the ceiling, the projectors are virtually invisible to dealership clients," adds the spokesperson. "The suspended screens seemingly float above the showroom as they display BMW commercials and product videos."

To capitalise on the dealership's prime location overlooking a motorway, three projectors feed marketing materials and messages to a glass panel which acts as "a huge digital billboard".