When I first saw this photo taken outside the Melody Lane restaurant on the Hollywood and Vine intersection, I assumed it was taken on V-J Day, celebrating the end of WWII. But then I saw the bleachers set up with its back to Melody Lane which meant it was facing the Taft Building on the southeast corner. A little digging revealed that these people were part of the estimated 25,000-person crowd who showed up on Tuesday, August 6, 1946 to witness the unveiling of the Trans-Lux Flashcast news ribbon mounted on the Taft. It was owned by local radio station KFWB (which itself was owned by Warner Bros.) and was a big deal because it was the first moving news ribbon sign in the west. According to one report I found, the list of luminaries in attendance included: California Governor Warren, L.A. Mayor Bowron, the Tommy Dorsey Orchestra, Tom Breneman, the Earl Carroll Showgirls, Roy Rogers, Dale Evans, Trigger, Hedda Hopper, and a score of (Warner Bros. I assume) film stars.
According to JH Graham: “On October 12, 1931, the Los Angeles Times had unveiled its “Times-Richfield Electric Newspaper” on the side of the Paramount Theater at the northeast corner of Sixth and Hill downtown LA.” So maybe it wasn’t the first moving news ribbon in the West, as the ballyhoo guys might have had us otherwise believe.
This ad claims 40,000 which I think it a bit of a stretch.