New Yorkers, prepare to be blinded.
The biggest, and most expensive billboard is set to go up in Times Square on Tuesday, making it an even more undesirable place to visit than it was before.
The screen is 8 stories tall, spans the entire block from 45th St to 46th St., and consists of about 24 million LED pixels.
It will cost around $2.5 million to advertise on the billboard for four weeks, and Google will be the first major advertiser to take up the space with an ad running from November 24th through the end of the year.
On the bright(er) side, it'll be a whole lot easier to watch all your favorite costumed Disney characters and superheroes tear each other apart and battle with the NYPD over tips.