• by Gaetano Pollice , February 2, 2009

The Walgreens "spectacular," a sort of showoff term traditionally used to refer to the displays that illuminate Broadway, encompasses three sides of the One Times Square building. In total, 29 screens surround the building, and combine in various configurations to simplify the content production as much as possible. The diagonals that flank both sides of the building rise 17 stories - each side is comprised of three screens - and measure 28 feet wide by 250 feet tall. In front, the screen facing 42nd Street clocks in at 54 feet wide by 31 feet tall. The visual extravaganza is grounded by 6-foot by 6-foot screens that line the store windows, and 13 60-inch plasma screens which greet visitors near the store's entrances.

Click to launch Walgreens Times Square Billboard (Flash, 48 KB)