Sony Erects a Colossal, Permanent Rainbow in L.A.
Omar Yusuf — July 17, 2011 — Marketing
References: culvercitytimes & gizmodo
A rainbow is coming to Los Angeles, and it's permanent. In honor of the rainbow's equally permanent place in pop culture, Sony is constructing a nine-story effigy in L.A.'s movie-making district, Culver City.
With a $1.5 million price tag attached, this permanent rainbow intends to attract attention to the classic film The Wizard of Oz, which featured rainbows prominently throughout. The movie was filmed in Culver City by Sony Pictures and remains an iconic element of the company's history.
The rainbow was designed by Tony Tasset and was built with visibility in mind; it can be seen from most points in Culver City, even on a smoggy day. The effigy represents a major investment on behalf of Sony, yet openly and effectively invites fans to celebrate The Wizard of Oz and other Sony films.
With a $1.5 million price tag attached, this permanent rainbow intends to attract attention to the classic film The Wizard of Oz, which featured rainbows prominently throughout. The movie was filmed in Culver City by Sony Pictures and remains an iconic element of the company's history.
The rainbow was designed by Tony Tasset and was built with visibility in mind; it can be seen from most points in Culver City, even on a smoggy day. The effigy represents a major investment on behalf of Sony, yet openly and effectively invites fans to celebrate The Wizard of Oz and other Sony films.
Trend Themes
1. Permanent Billboards - There is an opportunity to create more bespoke permanent billboards themed around popular culture and designed to be visible from a distance.
2. Iconic Film Marketing - Marketers can leverage iconic films to create engaging and effective permanent brand messaging.
3. Nature-inspired Advertising - There is the potential to create large-scale advertising installations inspired by nature.
Industry Implications
1. Film Industry - The film industry can leverage iconic films to create effective marketing and brand messaging with large-scale installations.
2. Outdoor Advertising - Bespoke and large-scale outdoor advertising installations that are designed to be visible from a distance present an opportunity for the outdoor advertising industry to differentiate their offering.
3. Art and Design - Designers can explore more nature-inspired installations and sculptures for advertising and public art installations.
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