This project aims at influencing developments related to the sustainable implementation of urban media screens in the UK by looking at issues related to the urban screens from a multitude of perspectives. In the last decade, big urban screens have appeared in town squares and on building facades across the UK. Dynamic moving images form new architectural material, affecting our perception and the experience of the space around us. The use of these screens brings new potential and challenges for city regulators, artists, architects, urban designers, producers, broadcasters and advertisers. The SCREAM project addresses these new challenges by looking at the physical urban spaces and the potential spaces created by the new technologies.