Sony Erects a Colossal, Permanent Rainbow in L.A.

By: Omar Yusuf - Published: Jul 17, 2011 • 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. Stats for Nature-Inspired Billboards Trending: Older & Chilly
Research: 1,006 clicks in 253 w
Interest: 4 minutes
Concept: Permanent Rainbow
Related: 78 examples / 60 photos
Segment: Neutral, 18-55
Comparison Set: 29 similar articles, including: bacterial workspaces, tilted cargo crate construction, and burning man monoliths.