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The Writers Guild of America, West website explains why L.A. residents will soon see billboards all over that show the black-and-white face of an unidentified screenwriter and a familiar line of that writer's from a film or TV show. It's part of the guild's 70th anniversary celebration, and the creators hope drivers in L.A. will make a guessing game of naming the writers. If you don't have the patience for that, this page names each writer, among them Billy Wilder, Robert Towne, Paddy Chayefsky, Aaron Sorkin and Amy Heckerling. A story by F. X. Feeney in the new issue of Written By introduces the campaign:
Given time, it is hoped several dozen unforgettable lines will appear in steady rotation, the better to build a widespread public awareness; not only of the Guild, but what its members contribute to the popular culture.
I couldn't find anywhere on the site how much this exercise is costing the WGA and its members.