Mini-trailer ad in T tunnel caught up in a time warp

Red Line riders from South Station to Broadway are privy to a familiar show in the tunnel each day: a mini-trailer for "Speed Racer," a film with a release date of May 9. More than six months later, the images are a nonevent for riders.

"Honestly, I see [the ads], but I don't know what they're for," said Megan Archer, 23, a daily Red Line commuter.

The tunnel trailers, placed by Canadian company Sidetrack, are still images illuminated by motion-sensor lights that flash on as the train drives by.

Sidetrack is responsible for courting advertisers and placing ads in the tunnel. In exchange, the MBTA gets final veto power over advertising content and collects $450,000 a year for its troubles.

The continued running of the outdated ad shocked Sidetrack president Rob Walker.

"Speed Racer's still on?" he said when asked earlier this month if Sidetrack was going to replace the ad.

According to Walker, the ads were turned off after the film's release and momentarily turned on in mid-October so someone from the movie studio could take a look.

But, as daily riders noted, the ads have been on before and since mid-October.

"Oh, they've been around a while," said Elisabeth Pifer, 32, who rides the Red Line three times a week. "I thought they were sort of clever at first, but I can't look at them anymore because I get motion-sick."

Walker said new ads would be coming in November.

MBTA oversight is minimal, according to spokeswoman Lydia Rivera. Sidetrack, which has a 10-year contract with the T, is free to change the advertisements as often, or as infrequently, as it chooses. "As long as they keep giving us the 450,000, then it can stay up," she said.

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