Determine the size of the facility (fans, players, team staff, plus workers) and head to your favorite music/video (copyright) royalty organization to determine how much you'll owe. (My guess is that most venues have a licensing agreement and pay a few thousand dollars/game to use their song/video clips.)
Or if original music/video (created specifically for venue), then figure out the cost of creation (and any residual fees).
So, once you have the cost, divide by paying fans. My guess is ~$1 per person.
I'm no copyright lawyer and I don't play one on TV....although I auditioned a couple times....that's neither here nor there....anyway....the use of songs in an arena, what does that cost? There is no profit being made by the use of these songs....is licensing required? They aren't selling the song nor are they profiting by playing the song. It doesn't seem to be much different to me than the music a bar/club chooses to play...and I'm quite certain they don't pay licensing fees to use that music.
Anyway....back on-track with this gimmick....I'd rather, if I choose to, participate in a promotional gimmick by way of this technology than listen to some annoying woman's voice, a woman that can't comprehend amplified sound, yammer on to some dimwit fan about choosing which animated character on the scoreboard will win some ridiculous contest so he can go home with an amazing t-shirt and coupon provided by the sponsor.
If anything....I would think it would keep the rink rats occupied and not climbing all over the seats.
It has been used in other venues already.....if anyone has witnessed it...is it better, worse or the same as the other promos?