Transforming Advertising: A New Era for Times Square's Iconic Corner
The New Face of Advertising in Times Square
The bustling intersection of Times Square has long been a hub for iconic advertising. With the launch of The Pentacular, Heritage Outdoor Media has reimagined this historic corner, creating a modern multimedia spectacle that elevates brand storytelling.
Understanding The Pentacular
Covering an impressive 5,900 square feet, The Pentacular features five colossal displays, featuring a state-of-the-art digital LED cube along with four high-quality static panels. This comprehensive advertising installation is designed to captivate passersby and draw high-profile brands seeking visibility in this vibrant locale.
Strategic Location and Significant Impact
Located at 1640 Broadway and 740 Seventh Avenue, this project embodies a perfect blend of cutting-edge technology and innovative visual design. By partnering with ANC, a leader in digital signage solutions, Heritage Outdoor Media has transformed an underutilized space into one of the most compelling advertising locations.
Collaboration Fueled Transformation
The transformation of this Times Square corner was not merely about upgrading signage; it was about an incredible journey that culminated in a vibrant advertising platform. Anthony Mastanduno, the Director of Real Estate and Business Development at Heritage, emphasized the importance of collaboration in realizing this ambitious project in record time.
Historic Preservation Meets Modern Innovation
The buildings, which previously housed aging static boards, underwent a significant modernization process. Together with Farmore Realty, Heritage Outdoor Media ensured that the renovations respected the historic elements of the architecture while simultaneously unlocking new revenue opportunities for the properties.
The Spectacular Specifications
The Pentacular is equipped with a variety of impressive displays, including:
1604 Broadway: A vast 101.71' x 35' digital display with 3720 x 1280 resolution, complemented by several static panels.
740 7th Avenue: A 52.49' x 27.34' digital screen boasting a 1920 x 1000 resolution, paired with static signage for enhanced visibility.
A New Era for Brand Visibility
This five-panel installation is strategically designed to dominate the corner of Broadway and 7th Avenue, providing a staggering 100% share of voice and generating over 3.6 million impressions each week. It creates an immersive experience, offering brands versatile advertising capabilities with options for motion graphics, traditional visuals, and more.
Cutting-Edge Technology
Utilizing ANC's innovative LiveSync platform, The Pentacular allows real-time content scheduling, ensuring that every advertising campaign is executed flawlessly and with maximum impact. This technology not only amplifies brand visibility but also offers brands the insights they need to gauge their advertising performance.
Securing High-Profile Partnerships
Already, The Pentacular has attracted notable brands such as Guinness, who is on board as the exclusive launch advertiser. With additional campaigns lined up through 2026, the roster of prominent brands is expected to grow as advertisers recognize the value of this premier advertising space.
Great Expectations: Projected Growth
The unique configuration of The Pentacular, combined with its exceptional location, is forecasted to result in a remarkable 200% increase in advertising revenue. Heritage Outdoor Media's ability to command premium rates reflects the transformative nature of this project. It does more than just showcase brands; it elevates the overall value of the real estate itself.
The Story Behind The Pentacular
The inception of The Pentacular can be traced back to an outreach email that captured the interest of Farmore Realty. From that first moment, a strong partnership began to flourish, combining the fast-paced strategic development of Heritage with ANC's technical advancements.
Conclusion: A New Landmark
The Pentacular is not just a series of screens; it represents a significant milestone in Times Square advertising, showcasing the innovative spirit of Heritage Outdoor Media. By enhancing visibility and ensuring memorable brand storytelling at street level, this transformation is a testament to what collaboration can achieve.
Frequently Asked Questions
What is The Pentacular?
The Pentacular is a massive advertising installation located in Times Square, featuring a combination of digital and static displays that promote brand visibility and storytelling.
Who developed The Pentacular?
The Pentacular was developed by Heritage Outdoor Media in partnership with ANC, a leading company in digital signage technology.
What are the dimensions of displays in The Pentacular?
The Pentacular includes a large 101.71' x 35' digital display and a 52.49' x 27.34' digital screen, paired with various static panels.
Which brands are utilizing The Pentacular for advertising?
Brands like Guinness have already signed on as advertisers for The Pentacular, with plans for further campaigns throughout 2026.
What impact does The Pentacular have on Times Square?
The Pentacular enhances brand storytelling, increases advertising revenue, and revitalizes the architectural aesthetics of the Times Square area.
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