Why Hollywood’s Love of Billboards (Yes, Billboards) Is on the Rise in the Digital Ad Age

Smart phones and Instagram have changed the “trajectory” of the business for the better

Drive along Sunset Blvd. in Los Angeles, and you’ll see one colorful billboard after another marketing the new blockbuster Disney movie or the next season of Netflix’s upcoming show “The Witcher.” Studio executives and billboard companies don’t think that will change anytime soon despite the rise of targeted digital advertising.

In fact, the aggressive marketing push by Netflix — which has locked down two dozen billboards on the Sunset Strip from Regency Outdoor Advertising in a deal the L.A. Times estimated to be worth tens of millions of dollars — has driven up the price of key billboard locations as much as 20% to 35% in recent years.

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Beatrice Verhoeven

Film Editor, Twitter: @bverhoev