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.
February 01
1920—Royal Canadian Mounted Police Forms
In Canada, The Royal Canadian Mounted Police, aka Gendarmerie royale du Canada, begins operations when the Royal Northwest Mounted Police, founded 1873, and the Dominion Police, founded 1868, merge. The force, colloquially known as Mounties, is one of the most recognized law enforcement groups of its kind in the world.
1968—Image of Vietnam Execution Shown in U.S.
The execution of Viet Cong officer Nguyen Van Lem by South Vietnamese National Police Chief Nguyen Ngoc Loan is videotaped and photographed by Eddie Adams. This image showed Van Lem being shot in the head, and helped build American public opposition to the Vietnam War.
January 31
1928—Soviets Exile Leon Trotsky
Leon Trotsky, a Bolshevik revolutionary, Marxist theorist, and co-leader of the Russian October Revolution, is exiled to Alma Ata, at the time part of the Soviet Union but now located in Kazakhstan. He is later expelled entirely from the Soviet Union to Turkey, accompanied by his wife Natalia Sedova and his son Lev Sedov.
January 30
1933—Hitler Becomes Chancellor
Adolf Hitler is sworn in as Chancellor of Germany in President Paul Von Hindenburg's office, in what observers describe as a brief and simple ceremony. Hitler's first speech as Chancellor takes place on 10 February. The Nazis' seizure of power subsequently becomes known as the Machtergreifung.
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