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.
October 24
1929—Stock Market Crashes
Black Thursday, a catastrophic crash on the New York Stock Exchange, occurs when the value of stocks suddenly declines and continues to decline for a month. The event leads to a subsequent crash in world stock prices and precipitates the Great Depression. This after famous economist Irving Fisher had declared that stock prices had reached a permanently high plateau.
October 23
1935—Four Gangsters Gunned Down in New Jersey
In Newark, New Jersey, the organized crime figures Dutch Schultz, Abe Landau, Otto Berman, and Bernard "Lulu" Rosencrantz are fatally shot at the Palace Chophouse restaurant. Schultz, who was the target, lingers in the hospital for about a day before dying. The killings are committed by a group of professional gunmen known as Murder, Inc., and the event becomes known as the Chophouse Massacre.
1950—Al Jolson Dies
Vaudeville and screen performer Al Jolson dies of a heart attack in San Francisco after a trip to Korea to entertain troops causes lung problems. Jolson is best known for his film The Jazz Singer, and for his performances in blackface make-up, which were not considered offensive at the time, but have now come to be seen as a form of racial bigotry.
October 22
1926—Houdini Fatally Punched in Stomach
After a performance in Montreal, Hungarian-born magician and escape artist Harry Houdini is approached by a university student named J. Gordon Whitehead, who asks if it is true that Houdini can endure any blow to the stomach. Before Houdini is ready Whitehead strikes him several times, causing internal injuries that lead to the magician's death.
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