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.
January 24
1961—Plane Carrying Nuclear Bombs Crashes
A B-52 Stratofortress carrying two H-bombs experiences trouble during a refueling operation, and in the midst of an emergency descent breaks up in mid-air over Goldsboro, North Carolina. Five of the six arming devices on one of the bombs somehow activate before it lands via parachute in a wooded region where it is later recovered. The other bomb does not deploy its chute and crashes into muddy ground at 700 mph, disintegrating while driving its radioactive core fifty feet into the earth, where it remains to this day.
January 23
1912—International Opium Convention Signed
The International Opium Convention is signed at The Hague, Netherlands, and is the first international drug control treaty. The agreement was signed by Germany, the U.S., China, France, the UK, Italy, Japan, Netherlands, Persia, Portugal, Russia, and Siam.
January 22
1946—CIA Forerunner Created
U.S. president Harry S. Truman establishes the Central Intelligence Group or CIG, an interim authority that lasts until the Central Intelligence Agency is established in September of 1947.
1957—George Metesky Is Arrested
The New York City "Mad Bomber," a man named George P. Metesky, is arrested in Waterbury, Connecticut and charged with planting more than 30 bombs. Metesky was angry about events surrounding a workplace injury suffered years earlier. Of the thirty-three known bombs he planted, twenty-two exploded, injuring fifteen people. He was apprehended based on an early use of offender profiling and because of clues given in letters he wrote to a newspaper. At trial he was found legally insane and committed to a state mental hospital.
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