Although advertisements are commonplace in New York, they now prevent residents from even looking to the skies for protection. In order to promote Candy Crush, smartphone developer King and show organiser Pixis will launch at least 500 LED-equipped drones over New York City’s cityscape on November 3. For the duration of the 10-minute show, they will depart from and stay in New Jersey, but if you are within one mile of Battery Park, you can see them.
Not the first drone light show directed at NYC, though. Pixis organised a swarm that flew above the Hudson River in June to advertise the NBA draught. Pixis is overcoming numerous legal obstacles in order to launch the campaign. Any airborne sales pitches must stay inside the state of New Jersey as a result of the Avigation Law, which outlaws drone flights entirely in New York City. The business also needed a special authorization from New Jersey and a waiver from the Federal Aviation Administration (to fly in federal airspace) (to operate from Liberty State Park).
The anticipated flight has already infuriated detractors. For instance, New York State Senator Brad Hoylman considers legislation to outlaw such advertisements and calls it “outrageous” to flood the skies with drones. The Audubon in New York City is likewise concerned that drones can impede bird flying patterns. The state and others have historically cracked down on this type of activity. However, according to company general manager Jeff Kaplan, the Candy Crush promotion is the “next wave” and will be difficult to miss if you’re nearby. In March 2021, Hyundai’s Genesis brand performed the largest drone display to history, flying 3,281 drones above Shanghai. But if that doesn’t happen, it will be more difficult to get away from the drones. Within three miles, a robotic flyer may be seen, potentially covering much of Manhattan and even considerable portions of western Brooklyn. Whether New Yorkers like it or not, it might be hard for them to avoid these tech-driven marketing bluster in the near future.
