American Airlines Theatre

slide one
slide tow
slide four
slide three
slide five

Project Description

D3 was commissioned to replace existing exterior static signage at the historic American Airlines Theatre in New York City. The project included designing a multi-side LED marquee display for the front of the theatre and two large format LED signs at the rear of the building on W. 43rd St. This is D3’s sixth project at a landmark theatre destination in Manhattan. Spectrum Signs Inc. (NY, NY) installed the displays in July and August 2014.

The LED marquee consists of six different sign segments; there’s a horizontal main attraction board that promotes shows currently running and a smaller horizontal ticker below to list performance dates and times. All the marquee segments are RGB 8mm LED SMD. The center marquee is 7 feet tall by 13 feet wide, and the accompanying left and right side boards measure 5 feet high by 12.5 feet long.

At the rear of the building are a 10mm SMD landscape display measuring 4.2 feet high by 19.95 feet long and 10mm SMD portrait display that’s 15 feet high by 10.5 feet wide. The portrait display, in a tip of the hat to old-school Broadway signs, features a 16mm, single module 20-pixel border with content that simulates incandescent light bulbs.

The total LED signage at American Airlines Theatre consists of 18 sign faces, but they are configured to operate as a single sign network and managed by a D3 controller. D3’s proprietary Advanced Element Processor coordinates and schedules the different sign messages on both sides of the building.

Also included as part of the total signage system are 5 separate LCD displays and a high-resolution 4mm LED display.

Display Facts

42nd Street Displays


43rd Street Displays

Landscape - XV10-SMD
Portrait - XVD-SMD
Border/Frame - XV16-SMD

42nd Street Displays

2 Side Faces: 200 x 480
Center Face: 120 x 840
Ticker 2 Sides: 40 x 520
Ticker Center: 40 x 840
Window Displays: 4 @ 120 x 420
First 4mm outdoor signage in Times Square


43rd Street Displays

Landscape Wall Display: 128 X 608
Portrait Wall Display: 460 x 320
LED Border (around portrait dispalys): 20 all around