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Bay Area Rapid Transit (BART) is giving new meaning to the term “motion picture.” Today, the agency will launch a month-long test of motion picture advertising in a tunnel connecting the Montgomery Street and Embarcadero stations.

During the past year, BART, SideTrack Technologies Inc. and CBS Outdoor installed a series of high-tech posters resembling a filmstrip on the tunnel’s wall. As trains pass through, passengers will see what appears to be an animated advertisement. The first ads will feature Target. BART expects the tunnel program to generate at least $120,000 in revenue annually.

If the test is successful, BART will consider installing similar advertising in additional tunnels. The expanded program could generate an additional $1 million in advertising revenue annually.