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.
November 17
1973—Nixon Proclaims His Innocence
While in Orlando, Florida, U.S. President Richard Nixon tells four-hundred Associated Press managing editors, "I am not a crook." The false statement comes to symbolize Nixon's presidency when facts are uncovered that prove he is, indeed, a crook.
November 16
1938—Lysergic Acid Diethylamide Created
In Basel, Switzerland, at the Sandoz Laboratories, chemist Albert Hofmann creates the psychedelic compound Lysergic acid diethylamide, aka LSD, from a grain fungus.
1945—German Scientists Secretly Brought to U.S.
In a secret program codenamed Operation Paperclip, the United States Army admits 88 German scientists and engineers into the U.S. to help with the development of rocket technology. President Harry Truman ordered that Paperclip exclude members of the Nazi party, but in practice many Nazis who had been officially classified as dangerous were also brought to the U.S. after their backgrounds were whitewashed by Army officials.
November 15
1920—League of Nations Holds First Session
The first assembly of the League of Nations, the multi-governmental organization formed as a result of the Treaty of Versailles, is held in Geneva, Switzerland. The League begins to fall apart less than fifteen years later when Germany withdraws. By the onset of World War II it is clear that the League has failed completely.
1959—Clutter Murders Take Place
Four members of the Herbert Clutter Family are murdered at their farm outside Holcomb, Kansas by Richard "Dick" Hickock and Perry Smith. The events would be used by author Truman Capote for his 1966 non-fiction novel In Cold Blood, which is considered a pioneering work of true crime writing. The book is later adapted into a film starring Robert Blake.
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