On screen, off screen

Posted: Tuesday, Jan 15, 2008 at 0100 hrs IST
Updated: Tuesday, Jan 15, 2008 at 0115 hrs IST

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: the stranger sitting next to them, it may just work.

“It works kind of as a team exercise,” Ellis said. “You might say, you don’t go to a bar just to ignore one another and play pinball—and yet people do that.”

LocaModa creates a similar experience, giving the kind of interactivity commonplace on the Web a role in real life. The company was founded three years ago and experimented with cellphones as remote controls to browse real estate ads on digital screens. In September, the company raised $6 million and now focuses on user-generated content, says chief executive Stephen Randall.

Currently, LocaModa’s Wiffiti application allows people watching remotely from their Web browsers to peek at a screen in the ice cream shop Toscanini’s in Cambridge, or a number of other screens.

—NY Times / Carolyn Y Johnson...

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