A Multi-Format Billboard Takeover That Boosts Building Value and Ad Revenue

NEW YORK, Sept. 10, 2025 /PRNewswire/ -- A once-static block in the heart of Times Square has been reborn as a dynamic brand showcase thanks to Heritage Outdoor Media (Heritage), whose bold vision and expert execution transformed outdated signage on two neighboring buildings into one of the most commanding advertising platforms in New York City.

Now known as The Pentacular, this 5,900-square-foot canvas blends five massive displays, one digital LED cube and four premium static panels into a single fully integrated advertising takeover.  

Located at 1640 Broadway and 740 Seventh Avenue, and developed in partnership with ANC, a leader in the digital signage industry leader, the project brings cutting-edge technology, striking visual design, and high impact visibility to a previously underutilized corner.

"This wasn't just a signage upgrade, it was a complete corner transformation," said Anthony Mastanduno, Director of Real Estate and Business Development at Heritage. "We turned a fading façade into a full-motion storytelling platform capable of hosting some of the world's most iconic brands, and we did it in record time. By working closely with all the parties, we identified efficiencies to get both locations live in under six months."

Previously occupied by aging static boards, the buildings required structural modernization before the installation could begin. Heritage and ANC collaborated with property owner Farmore Realty to design and install a configuration that not only respected the historic architecture but unlocked new revenue potential and dramatically increased the value of the properties. 

"Anthony went the extra mile every step of the way," said Liliana Feinberg and Olianna Zelles, Co-Presidents of Farmore Realty. "What seemed like an overwhelming process turned into one of the best decisions we've made for the building. We've already seen how this transformation has enhanced both visibility and financial return."

The Specs: Scale, Synergy, and Dominance

1604 Broadway: A massive 101.71' x 35' digital display (3720 x 1280 resolution, 8mm), paired with multiple static panels.

740 7th Avenue: A 52.49' x 27.34' digital screen (1920 x 1000 resolution, 8mm), also combined with static signage.

Together, the five-panel installation forms a seamless corner domination, delivering 100% share of voice and more than 3.6 million weekly impressions. It's an immersive street-level platform that offers brands flexibility in format, whether they want motion graphics, 3D extensions, traditional visuals, or a blend of both.

Powered by ANC's LiveSync platform, The Pentacular provides real-time content scheduling, audit-ready reporting, and round-the-clock illumination- ensuring every campaign is delivered with precision and impact.

"They brought both vision and execution," said Jerry Cifarelli Jr., CEO of ANC. "The result is a high-performance visual platform that elevates not only the signage but the surrounding buildings and the entire block."

Already drawing marquee names, Guinness has signed on as the exclusive launch advertiser, with additional premium campaigns booked across both digital and traditional formats into 2026. VIDEO

More than spectacular, The Pentacular stands as a premier investment opportunity, projected to deliver a 200% surge in advertising revenue.  Its unique configuration and unmatched location allow Heritage to command advertising rates far beyond the legacy static displays it replaced and further reinforce the project's transformative impact on the real estate's value.

"This is where brand storytelling lives at street level," said Mastanduno. "It's not just about being seen -- it's about being remembered."

The journey began with a cold email that caught the attention of Farmore Realty. From that initial outreach to a series of productive, donut-fueled meetings, a strong partnership was forged.

Today, The Pentacular stands as a shining example of that collaboration by blending Heritage's strategic development, speed to market, ANC's technical innovation, and Farmore's commitment to elevating their assets.

The result? A Times Square landmark that delivers measurable ROI, architectural revitalization, and cultural impact.

About ANC

ANC, a C/10 Media company, fosters lasting partnerships with premier brands and organizations, ensuring long-term business growth. For more than 25 years, ANC has transformed a wide range of commercial spaces, from best-in-class sports and entertainment venues to iconic transportation hubs and retail destinations, into immersive and unforgettable digital media experiences. As the industry's most trusted single-source solutions provider, ANC's diversified suite of services delivers the ideal blend of innovative audiovisual technologies, deep technical integration expertise, breakthrough software, strategic multimedia marketing and advertising platforms, and flawless operational execution and support. ANC's iconic partners include the San Francisco 49ers, Washington Commanders, Westfield World Trade Center, Philadelphia's Wells Fargo Center, Fenway Sports Group, American Airlines Center in Dallas, and college sports venues across the United States. To learn more, visit www.anc.com.

About Heritage Outdoor Media

Heritage Outdoor Media is a third-generation, family-owned company driven by the vision that great advertising isn't just seen- it's remembered. Heritage specializes in the development, acquisition, and management of premium signage. With a strong presence in major markets, including New York, Chicago, Los Angeles, Las Vegas, and Milwaukee- they provide bold, strategic advertising solutions that leave a lasting impact. Follow them @heritageoutdoormedia

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SOURCE ANC