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.
June 02
1941—Lou Gehrig Dies
New York Yankees baseball player Henry Louis Gehrig, aka The Iron Horse, who set a record for playing in 2,130 consecutive games over the course of fourteen seasons, dies of amyotrophic lateral sclerosis, or Lou Gehrig's disease, two years after the onset of the illness ended his consecutive games streak.
June 01
1946—Antonescu Is Executed
Ion Antonescu, who was ruler of Romania during World War II, and whose policies were independently responsible for the deaths of as many as 400,000 Bessarabian, Ukrainian and Romanian Jews, as well as countless Romani Romanians, is executed by means of firing squad at Fort Jilava prison just outside Bucharest.
1959—Sax Rohmer Dies
Prolific British pulp writer Arthur Henry Sarsfield Ward, aka Sax Rohmer, who created the popular character Fu Manchu and became one of the most highly paid authors of his time writing fundamentally racist fiction about the "yellow peril" and what he blithely called "rampant criminality among the Chinese", dies of avian flu in White Plains, New York.
May 31
1957—Arthur Miller Convicted of Contempt of Congress
Award-winning American playwright Arthur Miller, the husband of movie star Marilyn Monroe, is convicted of contempt of Congress when he refuses to reveal the names of political associates to the House Un-American Activities Committee. The conviction would later be overturned, but HUAC persecution against American citizens continues until the committee is finally dissolved in 1975.
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