I hope my map and descriptions were coherent enough. If a person driving west was unaware of the Phoenix Destinta Theater located on top of that hill, they’d simply drive by never knowing that a theater was up there (yes, there is a sign at the entrance of that plaza but IMO it’s not distinct enough). Once driving by they’d see that billboard, but it doesn’t give the theater’s location so they may be unaware that they just drove by, or, if they knew it was up there they may think “Oh yeah, that theater. Maybe next time I’ll stop by.” But will they? Would they? That location, by the way, would work if the billboard was facing west, so east bound traffic could see it (and adding “Turn left at the next light” would help people realize that the theater was near).

In a perfect world the billboard would scream “ONLY $5 FOR EVERY SEAT! EVERY SHOWING! EVERY DAY!” It would be impossible to ignore that great deal, but I understand why they wouldn’t print the ticket prices on the sign. In case they’d eventually be forced to raise their prices ($5.50 or $5.75) they’d either have to post a NEW Billboard or gamble angering potential customers who’d discover the higher cost when they go to purchase their tickets at the box office.