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 06
1975—Zapruder Film Shown on Television
For the first time, the Zapruder film of President John F. Kennedy's assassination is shown in motion to a national television audience by Robert J. Groden and Dick Gregory on the show Good Night America, which was hosted by Geraldo Rivera. The viewing led to the formation of the United States House of Representatives Select Committee on Assassinations (HSCA), which investigated the killings of both Kennedy and Martin Luther King, Jr.
March 05
1956—Desegregation Ruling Upheld
In the United States, the Supreme Court upholds a ban on racial segregation in state schools, colleges and universities. The University of North Carolina had been appealing an earlier ruling from 1954, which ordered college officials to admit three black students to what was previously an all-white institution. In many southern states, talk after the ruling turned toward subsidizing white students so they could attend private schools, or even abolishing public schools entirely, but ultimately, desegregation did take place.
1970—Non-Proliferation Treaty Goes into Effect
After ratification by 43 nations, the Treaty on the Non-Proliferation of Nuclear Weapons goes into effect. Of the non-signatory nations, India and Pakistan acknowledge possessing nuclear weapons, and Israel is known to. One signatory nation, North Korea, has withdrawn from the treaty and also produced nukes. International atomic experts estimate that the number of states that accumulate the material and know-how to produce atomic weapons will soon double.
March 04
1969—The Krays Are Found Guilty of Murder
In England, twins Ronald and Reginald Kray are found guilty of the murder of Jack McVitie. The Kray brothers had been notorious gangsters in London's East End, and for their crimes both were sentenced to life in prison, and both eventually died behind bars. Their story later inspired a 1990 motion picture entitled The Krays.
1975—Charlie Chaplin Is Knighted
British-born comic genius Charlie Chaplin, whose long and turbulent career in the U.S. had been brought to an abrupt end when he was branded a communist and denied a residence visa, is bestowed a knighthood at London's Buckingham Palace. Chaplin died two years later and even then peace eluded him, as his body was stolen from its grave for eleven weeks by men trying to extort money from the Chaplin family.
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