In 2000 Joachim Høst co-founded Rail'oRama 

 

"Let's take the Zoetrope (the first optical toy that created motion pictures) and build it as a 1.5 x 600 meter long light box with  some compacted film frames and a patented shutter system. Put it on the walls between two metro stations and thereby create "a moving picture view" for the train passengers"

 

Got 2.5 million DKK from Danish Technological Institute and The Egmont Fond. The system developed in collaboration with experts and engineers, mock-up was built and on the closed path of Sporvejs Museet it made proof of concept. The Danish Railroad (DSB) gave "go" on the tunnel stretch between Østerport and Nørreport in the center of Cph. NIke, Lego, DanskeSpil and Carlsberg gave indications about the purchase of advertising space. International outdoor media company, saw the medium, bought it and filed Rail'oRrama.... The project was a issue of their roll-out of tv screens in the city trains.