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On Sunday night, Three Billboards Outside Ebbing, Missouri scored Oscar wins for its stars, Frances McDormand (best actress) and Sam Rockwell (best supporting actor). The billboard industry thanked the film for bringing attention back to billboards with, well, a few Three Billboards-inspired billboards. (Say that five times fast.)
“We wanted to cheer on the movie with ‘billboard’ in the title, showcase capabilities of modern outdoor—to adapt quickly, change copy and display great creative—and then thirdly, to have some fun with this,” said Ken Klein, evp of government affairs at the Outdoor Advertising Association of America (OAAA), of the congratulatory billboards.