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November 17: Alameda Theatre marquee is lit

We saw the lit marquee of the controversial Alameda Theatre for the first time last night. Anyone know what the deal is with this? Is it just not finished yet? Because regardless of my personal feelings about this project [oh, hi, Alameda, GET A REAL STREET IF YOU WANT TO HAVE REAL TRAFFIC], I love me some neon, especially the restored kind they're using as the centerpiece here, and was totally psyched when I spotted the red glow as we were driving by.

 

Then we parked, walked back around the corner and were faced with URGH THE LETTERING IS UNEMBELLISHED SANS FLOATING IN A SAD, EMPTY BLACK SPACE, WHY WOULD THEY DO THAT???? It shames the rest of the lovely details [see all the cool swirlies at top and in front] and is not in keeping with your standard fabulous old theater neon [see flickr.com/photos/tags/theater/clusters/neon-movie-sign/ or just look at the nice bock horizontal subhead ALAMEDA THEATRE.]. The daytime lettering is block so it's not like they didn't have the guide. So someone please tell me that this isn't the final product. Because it's ugly when it has no reason to be.

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Uploaded on November 18, 2007