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 27
1922—Challenge to Women's Voting Rights Rebuffed
In the United States, a conservative legal challenge to the nineteenth amendment to the U.S. Constitution establishing voting rights for women is rebuffed by the Supreme Court in Leser v. Garnett. The challenge was based partly on the idea of individual "states rights" to self determination. The failure of such reasoning as it applied to basic human rights created a framework for later states rights losses involving the denial of voting rights to African-Americans.
February 26
1917—First Jazz Record Is Made
In New Orleans, The Original Dixieland Jass Band records the first ever jazz record for the Victor Talking Machine Company in New York. The band was frequently billed as the "Creators of Jazz", but in reality all the members had previously played in the Papa Jack Laine bands, a group of racially mixed performers who helped form the basis of Dixieland while playing under bandleader George Laine.
February 25
1947—Prussia Ceases To Exist
The centuries-old state of Prussia, which had been a great European power under the reign of Frederick the Great during the 1800s, and a major influence on German culture, ceases to exist when it is dissolved by the post-WWII Allied Control Council comprised of the United States, the United Kingdom, and the Soviet Union.
1964—Clay Beats Liston
Heavyweight boxer Cassius Clay, aged 22, becomes champion of the world after beating Sonny Liston, aka the Dark Destroyer, in one of the biggest upsets in boxing history. It would be the beginning of a storied and controversial career for Clay, who would announce to the world shortly after the fight that he had changed his name to Muhammad Ali.
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