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Time - Man of the Year
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Time_Man_of_the_Year_Compact_Publishing_3YX-Disc-1_Compact_Publishing_1993.iso
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011392
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0113206.000
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1992-08-28
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BUSINESS, Page 45Business NotesADVERTISINGBroadway's Big Bottleneck
Who says Times Square has lost its famous gaudy sparkle? At
11:53 p.m. on New Year's Eve, Coca-Cola flipped on the switch to
launch its contribution to Broadway's born-again glitz: a $3
million, 55-ton billboard featuring a four-story Coke bottle
made of fiber glass. A high-tech version of the Coke sign that
has reigned in various Times Square locations for 75 years, the
billboard contains a mile of neon tubing, 60 miles of optical
fiber and more than 13,000 incandescent light bulbs. Controlled
by a robotic animation system, the giant bottle pops its cap, a
straw emerges, and the soda level rises and falls as if King
Kong were guzzling it. The optical fiber sparkles to give the
appearance of a carbonated brown liquid.
The sign, which goes into full computer-controlled action
next month, is part of a comeback in flashy Times Square
billboards. But this time most of them were erected by Japanese
companies, including Canon, Sony, Fuji Film and Suntory liquors.