What I find most amazing is the before and after sliding article at the top of the article. In a sense, someone got the bright idea to cover the face of the Marriott Marquis hotel with this giant screen, an entire city block long.

The Mitsubishi Electric screen occupies the entire block of Broadway that lies between 45th and 46th street, and even wraps about another 30 feet around each corner. Its true resolution is 2,368 x 10,048, and it measures over 77 feet tall by 323 feet long.

It’s simply massive. And it’d have to be to stick out in advertising-saturated Times Square.