And it's not just ordinary signage, as sign companies install spectaculars even flashier than what already exists. Tama Starr, president of New York's Artkraft Strauss, agrees. Her company has placed thousands of signs in Times Square since 1897.
Most signs there are now either vinyl banners or video display screens.
But that also strengthens the use and need of spectaculars as a way of standing out among the sign clutter around Times Square. Part of its growth is in acreage and height, as signage now reaches around the corner of 42nd St. towards 8th Ave. Directly across the street, the foundation of Five Times Square is being developed, which means new spectacular signs will emerge. Spectacolor has created at least 30 or more Times Square spectaculars, with many more planned. Not only are they maximizing sightlines, but also sign-placement revenue potential.