A startup called Pranos has come up with a pretty wild idea: turn almost any car window into a digital display.
I recently got a hands-on look at HoloGlass, a system that uses a small projector and a custom-cut screen that attaches to the inside of your car window. Once installed, you can display videos, graphics, messages or even a custom sign you create from your phone.
What makes it interesting is that you don’t need to modify the car. The screen can pop in and out, the system uses suction cups, and it plugs into the vehicle’s 12-volt power outlet. Pranos says installation takes about 30 minutes and it makes screens for a wide range of sedans and SUVs.
The original idea was advertising. Founder David Astoria told me the company initially envisioned people turning their cars into moving billboards. But it started hearing from consumers who wanted the same technology for their own vehicles.
Right now, the biggest users are small businesses that want another way to promote themselves. Longer term, Pranos sees an opportunity with robotaxis, where operators could potentially use the windows for advertising and generate additional revenue.
The system definitely gets your attention. When I saw it in action, the display looked bright and unusual enough that you immediately noticed the car.
There are some important limitations, though. HoloGlass is primarily designed for nighttime use because the image can be difficult to see in daylight. The company says it is working on a brighter version.
There is also the obvious safety issue. UC Berkeley SafeTREC researcher Julia Griswold told me a display like this should really be used while the vehicle is parked, since it could distract other drivers. Local laws can vary, so using it on private property may be the safest bet.
HoloGlass starts at about $300.