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THE BIG PICTURE

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In Hollywood, it's said everyone gets their 15 minutes of fame. Now they can buy it.
A giant electronic billboard called a VideoTron has joined the cluster of oversized billboards along L.A.'s Sunset Strip.
Owned by developer Joe Shooshani, the video billboard (shown here) measures 19 feet by 24 feet. Advertisers can buy time on the screen in 15-minute packages, which can be split up into smaller increments such as 30-second ads.
For the last several weeks the VideoTron has been testing, with advertisers including Wells Fargo Bank, House of Blues, and Corona beer. Its official grand opening is Sept. 9.
Shooshani hopes to interest movie studios, record companies and TV networks to use the giant board. "They can show trailers or showcase bands," he said.
But it's not all crass commercialism. Under the terms of its permit from the city of West Hollywood, the screen must devote 20 percent of its time to arts- and community-related programming. --Angela Dawso