This Is What Billboards Will Look Like in the Future This Is What Billboards Will Look Like in the Future Sunset Spectacular Los Angeles is a city defined by its large-scale advertising — the Hollywood Sign itself was originally an ad for a 1923 housing development called Hollywoodland. It's fitting then that LA should be leading the way once again with the construction of a futuristic new digital media tower on Sunset Boulevard that brings outdoor advertising and public art together. Digital billboards are actually banned by some cities including nearby Santa Monica, but a new initiative proves that the futuristic format isn't as dystopian as films like