Universal Studios Hollywood last night turned a onetime billboard into — what else? — a giant, illuminated billboard.
The theme park used projection mapping to shower the ionic Hollywood Sign in colorful video imagery from the Fast & Furious films as well as its ambitious new roller coaster themed to the franchise, which opened yesterday.
Universal partnered with the Hollywood Chamber of Commerce to create the promotion for it’s like-named Fast & Furious: Hollywood Drift ride, which officially opened earlier in the day.
Originally erected to read “Hollywoodland” as an advertisement to lure real estate investors in 1923, the now-named Hollywood Sign has become a major symbol of Los Angeles that has transcended its commercial roots.
The sign has been seen in everything from Seinfeld to Beavis and Butt-Head Do America to The Day After Tomorrow. It’s been featured in promotional photos for Paramount’s 1992 film Cool World, The Muppet Movie and band photos photos for Fleetwood Mac and Blondie.
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