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Pulp International - John+Belushi
Hollywoodland Jun 21 2018
SIGNS OF THE TIME
Forget it, Jake. It's Tinseltown.


We were poking around the architecture forum skyscraperpage.com and ran across this interesting photo of a billboard advertising the film Chinatown. This was located in Los Angeles at the intersection of Sunset Boulevard and Marmont Lane, and as you can see it touts the opening of the film today in 1974. We lived on the west side of L.A. for four years, and used to pass this spot occasionally. Marmont Lane winds to the right toward the famed Chateau Marmont Hotel, where luminaries such as Howard Hughes, Natalie Wood, Elizabeth Taylor, and James Dean once made the scene, and a couple met their ends, including Helmut Newton and John Belushi.

We knew the intersection was one of the city's most important billboard spots and wondered what else had been advertised there. So we had a look. We expected to find an assortment of examples, but it turns out the locale was so coveted a relative few companies monopolized it. The first was the Sahara Hotel in Las Vegas, which erected a sign there in 1957, complete with a rotating showgirl and an illuminated marquee listing the headlining acts.

The sheer novelty of the sign helped establish the heavily trafficked intersection as one of L.A.'s go-to spots for promotion, and the sign itself became a landmark. In fact, in 1961 Jayne Mansfield unveiled a Rocky and Bullwinkle statue across the street that was inspired by the Sahara showgirl. It was commissioned by Jay Ward, producer of the television series Rocky and His Friends, for the opening of his office complex.

After the Sahara moved on in 1966 the location was divided into two-tiered advertising. For almost three decades the iconic Marlboro Man towered above the intersection on the higher billboard, first on a horse, and later sans mount. During the time Chinatown was advertised Mr. Marlboro was standing vigil above. The lower location hosted ads for Stroh's and numerous other products, but was a particularly popular home for movie billboards. We found shots of billboards for Looking for Mr. Goodbar, Black Sunday, and other popular films of the 1970s.

Tens of thousands of billboards dot the Los Angeles landscape, especially around Hollywood. An uptick of political billboards has some Angelenos considering whether these objects are more akin to visual pollution. They're already illegal in entire U.S. states, including Hawaii and Maine. We always thought they further cluttered an already chaotic landscape, but we imagine they will survive in Los Angeles longer than almost anywhere else in the U.S. Tinseltown is a place where you don't get people's attention unless you scream for it. Nothing screams better than a well placed billboard.

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History Rewind
The headlines that mattered yesteryear.
March 28
1910—First Seaplane Takes Flight
Frenchman Henri Fabre, who had studied airplane and propeller designs and had also patented a system of flotation devices, accomplishes the first take-off from water at Martinque, France, in a plane he called Le Canard, or "the duck."
1953—Jim Thorpe Dies
American athlete Jim Thorpe, who was one of the most prolific sportsmen ever and won Olympic gold medals in the 1912 pentathlon and decathlon, played American football at the collegiate and professional levels, and also played professional baseball and basketball, dies of a heart attack.
March 27
1958—Khrushchev Becomes Premier
Nikita Khrushchev becomes premier of the Soviet Union. During his time in power he is responsible for the partial de-Stalinization of the Soviet Union, and presides over the rise of the early Soviet space program, but his many policy failures lead to him being deposed in October 1964. After his removal he is pensioned off and lives quietly the rest of his life, eventually dying of heart disease in 1971.
March 26
1997—Heaven's Gate Cult Members Found Dead
In San Diego, thirty-nine members of a cult called Heaven's Gate are found dead after committing suicide in the belief that a UFO hidden in tail of the Hale-Bopp comet was a signal that it was time to leave Earth for a higher plane of existence. The cult members killed themselves by ingesting pudding and applesauce laced with poison.
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