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From 1996 to 2006, Nissin Foods operated a Cup Noodles billboard with smoke effects (an effect that had also been famously used by other Times Square billboards, such as the Camel Cigarettes sign). The Cup Noodles billboard was replaced in 2006 by a General Motors billboard featuring a Chevrolet branded clock; however, as a part of cutbacks resulting from GM's bankruptcy and re-organization, the Chevrolet Clock was removed in 2009 and eventually replaced by a Kia Motors advertisement billboard, then in 2010 a Dunkin' Donuts display.