Billboard Stunt Promotes New Netflix Film in Los Angeles

On Friday morning, Los Angeles locals and visitors gathered at the intersection of Sunset Boulevard and Selma Avenue in West Hollywood. This time, they weren’t there for the iconic Chateau Marmont. Instead, they came to witness a unique billboard about 30 feet above the ground.

An unidentified man has been living inside the billboard since Thursday. The setup resembles a furnished, air-conditioned living room. Sometimes he waves to the crowd while holding a coffee mug. At other times, he uses binoculars to look outside. Dressed in blue pajama pants and a bathrobe, either red or blue, he interacts with passersby using a dry-erase whiteboard. One message he displayed simply read, “I’m stuck.”

The “living room” has a bookshelf, plants, a coffee table, an armchair, a desk chair, and paintings. Thick red curtains frame the window where the man looks out. Below the window, the phrase “How long can you survive?” is visible on the blue shutters.

A passerby commented on the billboard as a part of a Netflix promotion on Sunset Boulevard.

This creative marketing is for “The Last House,” a new Netflix film that debuted on Friday. The billboard occupancy on the Sunset Strip is scheduled to conclude on Saturday. The movie, directed by Louis Leterrier, features Greta Lee and Wagner Moura. It tells the story of a family of four trapped in their home, confronting dwindling supplies and an unknown threat, according to a Netflix statement. The film poses the question: “How long could you survive if cut off from the world without explanation?”

Jon Bruno, living nearby, went to see the billboard spectacle. “It’s all over social media,” he said, mentioning that he had seen videos. “I want to see him from up close, even if it means getting a ladder.” Bruno, a voice-over actor, attended the movie screening on Friday night and found the stunt intriguing. “It’s great publicity,” he remarked. “I came here because it’s interesting and nearby.”

Nick Lonj, visiting Los Angeles from England, is staying at the Godfrey Hotel. He ventured to see the billboard after watching a news story. Lonj was reminded of magician David Blaine’s previous stunt in a glass box above London. “We should have more events like this,” he suggested.

Charise Butler, 54, traveled with her son from Burbank to see the attraction. “It’s really cool,” Butler stated, noting that her son had shown her a video. “Seeing this makes me want to watch the film,” she added. Butler’s daughter, an actor, planned to visit with her children from Woodland Hills.