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 13
1971—Mariner Orbits Mars
The NASA space probe Mariner 9 becomes the first spacecraft to orbit another planet successfully when it begins circling Mars. Among the images it transmits back to Earth are photos of Olympus Mons, a volcano three times taller than Mount Everest and so wide at its base that, due to curvature of the planet, its peak would be below the horizon to a person standing on its outer slope.
November 12
1912—Missing Explorer Robert Scott Found
British explorer Robert Falcon Scott and his men are found frozen to death on the Ross Ice Shelf in Antarctica, where they had been pinned down and immobilized by bad weather, hunger and fatigue. Scott's expedition, known as the Terra Nova expedition, had attempted to be the first to reach the South Pole only to be devastated upon finding that Norwegian explorer Roald Amundsen had beaten them there by five weeks. Scott wrote in his diary: "The worst has happened. All the day dreams must go. Great God! This is an awful place."
1933—Nessie Spotted for First Time
Hugh Gray takes the first known photos of the Loch Ness Monster while walking back from church along the shore of the Loch near the town of Foyers. Only one photo came out, but of all the images of the monster, this one is considered the most authentic.
1969—My Lai Massacre Revealed
Investigative journalist Seymour Hersh breaks the story of the My Lai massacre, which had occurred in Vietnam more than a year-and-a-half earlier but been covered up by military officials. That day, U.S. soldiers killed between 350 and 500 unarmed civilians, including women, the elderly, and infants. The event devastated America's image internationally and galvanized the U.S. anti-war effort. For Hersh's efforts he received a Pulitzer Prize.
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