Movie Ad Thinks Big--Really Big

It’s big: nearly eight stories high and about 45 feet wide. It’s bold: huge white letters on a red background scream: GET READY TO ROCK JUNE 7.

And, according to city officials, it’s illegal.

The colossal movie sign painted on the side of a medical building and looming over Wilshire Boulevard has, if anything, certainly attracted attention.

Some local businesses and community activists are incensed by the behemoth sign, which they say is tasteless and does not fit in with efforts to revitalize Westwood Village. Plus, the Los Angeles Department of Building and Safety has ruled that it far exceeds the size allowed under the city’s sign ordinance.

City officials have ordered that the massive mural, an advertisement for Disney’s upcoming movie “The Rock,” be removed in the next two weeks, but executives at the company that manages the Westwood Medical Plaza Building say they don’t plan to paint over it just yet.

They insist that they had only the best intentions--bringing more people to Westwood. Movie theaters are the lifeblood for Westwood, they say, and their sign will entice people to patronize the hamlet beside UCLA that has suffered an economic downturn.

“Hopefully this will boost business and turn around an area that has been in a slump,” said Jon Muller, a partner with The Muller Company in Irvine. Muller said he has not yet received notice from the city that the sign should be removed.

“I think people are overreacting,” he said.

So, too, do many passersby who see the sign. They note that Westwood is a hot spot for star-studded movie premieres and an enclave clustered with movie theaters--so why not a big movie sign?

Erik Bezema was rushing to the premiere of Steven Spielberg’s “Twister” on Wednesday evening, but he stopped for a moment to gaze up at the painted wall.

“I like it--but then again I’m definitely going to see that movie,” he said. “What’s the big deal? The sign will come down anyway when the movie is out.”

Taking a break from pumping gas at a station across the street, David Cohen squinted to see the sign and then shrugged.

“L.A. is all about big signs, big billboards and all the rest,” he said.

But some Westwood business owners and community activists say the sign simply does not fit with the plans to perk up the village. Among the projects is a new parking structure, under construction, and a program to beautify streets.

There is also talk of a new grocery store, pharmacy and even more movie theaters.

“That sign has the Sunset Strip look, and it cheapens Westwood Village,” said Laura Lake, a community activist. “At one time, we were the equivalent of Rodeo Drive, and we don’t want to slip back to becoming Hollywood.”

The look of most commercial buildings in Westwood is dictated by strict design standards--stricter than in many other parts of Los Angeles--reviewed by a local Design Review Board. Although the Medical Plaza Building is in Westwood, the property lies in an area outside the board’s jurisdiction, said Joel Silverman, chairman of the review board.

“I don’t think any member of the board would have approved that sign if it had come before them,” Silverman said. “It would set a standard--what would be next?”

Despite such concerns, some locals say the big sign has just the kind of zest Westwood needs.

“I think it adds a little zip,” said Shelley Kirkwood, who lives in West Los Angeles. “Let’s get ready to rock.”