Jeffry Scott / Arizona Daily Star

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Complaint against airline escalatesAirport marks high point: 'TUCSON' tower turns 50TIA to celebrate tower's 50thLocal, state bankruptcies are surgingIf pro-lender proposition fails, 100+ empty stores could dot Tucson areaProp 200 defeat would leave buildings empty across TucsonTucson can expect to see credit get even tighterMagnus had role in WaMu's fall$700B bailout plan meets skepticism among TucsonansTucson maker of gene-testing plates makes solid gains locally

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Huge plasma screens are becoming ubiquitous in many home-entertainment centers, a high-tech replacement to Americans' boring, old television sets.

But one local company is using the screens very differently from showing a ballgame or a movie.

Instead of selling regular advertising media, Tucson-based Admax Digital wants to install the TVs in local businesses and run a network of digital ads on them.

The idea is to get businesses' ads to other participating companies in the digital network, as well as provide a platform for each local company's announcements.

For example, the Hotel Arizona, 181 W. Broadway, cycles ads from other businesses but also has a part of the screen to promote the hotel's upcoming events.

"This is where you want your ad, because people are here (from) out of town," said founder Ruben Montaño as he examined the hotel's recently installed screen. "Instead of a 2-by-2-inch photo" on a hotel room pamphlet describing a local venue, he said, "it's now blown up."

The high-tech approach is simple. Admax uses a small computer with a free, Linux operating system that is connected to the Internet. The computer then downloads data from Admax and displays it on a large LCD or plasma screen, which is usually in a lobby or other place with high foot traffic.

The digital-delivery idea was born last spring when Montaño was watching a game on TV and saw huge ads in the stadium. "I thought, 'Hey, if we can shrink it in a place like a hotel, it would be highly targeted,' " he said.

In the last few months, Montaño has made good on that technology: Admax, part of Digital North American Inc., has about 15 screen installations in the Tucson area. The locations include hotels, bars and even a tattoo parlor.

"It looks great, and it's just great for business," said Paul Manzo of Boxing Inc. Max, 1240 N. Stone Ave. "Our members always ask about it, and it's right at our front door."

Montaño said the service costs about $400 a month, which includes a 50-inch screen, the computer and installation. That service is with an 18-month agreement, although the price is lower with smaller screens.

Admax said it is exploring options to expand to Phoenix, where it would focus on news and services relevant to military veterans.

"A lot of companies are looking for something that's new and effective," Montaño said. "This is our way to be a little different."