Sad news for Logan Square. A billboard advertising “Aloha,” a 2015 Cameron Crowe film that received a gentleman’s 19 percent on Rotten Tomatoes, has been taken down after a year-plus of being on the roof of the old Grace Furniture building at 2618 N. Milwaukee Ave.
In a neighborhood where gentrification, rising rent prices, ramen shops and more have divided its residents, that billboard brought it together. It’s been a beacon of hope for the community, giving people daily reminders of the movie RedEye called “charmless,” “wishy-washy” and contains the “pop and flavor of five-year-old gum.”
The billboard inspired resident and local comedian Matt Byrne to start a Tumblr last November that answered the question: “Is the poster for ‘Aloha’ the movie still on that billboard in Logan Square?” After dozens of posts, today, the blog solemnly updated its readers with a “No.”
Its impact went further than just a blog. Neighborhood residents had planned to meet at the Illinois Centennial Memorial Column at Logan Square on Sunday, May 29 (the film’s one-year anniversary), “bring a covert tiki drink” and “honor the anniversary of the longest movie marketing campaign ever.” Now, after the billboard was unceremoniously taken down Friday morning, the event is being billed as a vigil.
At press time, nearly 800 mourners are “interested in the event” while around 620 have marked “going” on Facebook.
Rest in peace, sweet billboard.
@joshhterry | jterry@redeyechicago.com
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