Business & Real Estate

Three billboards? This company is using 11 to congratulate ‘Lady Bird’ director Gerwig

In the Oscar-nominated “Three Billboards Outside Ebbing, Missouri” a grieving mother uses a trio of dilapidated roadside signs to seek justice for her daughter.

In real life, an adoring city has turned to 11 digital billboards around Sacramento, California to celebrate local native filmmaker Greta Gerwig and her award-winning film “Lady Bird.”

After the semi-autobiographical film written and directed by Gerwig was nominated Tuesday for five Oscars, the Sacramento-based Marquee Media decided to show its support with the latest in a series of pro-bono online digital ads celebrating Gerwig.

Jeff Joaquin, a co-owner of Marquee Media, said he and his wife loved “Lady Bird” and wanted to return the love she showed the city by honoring her.

“We were touched by her Golden Globe speech and her thanks to Sacramento,” said Joaquin, referring to Gerwig’s thank-you speech, which included a hometown shout out.

“We needed to do something with this – our way of saying thanks,” Joaquin said.

The billboards are located throughout the region on Interstate 5, Highway 50, Interstate 80, Highway 99 and near the Sacramento International Airport.

The current billboard ad – one of several that rotate through – congratulates Gerwig and “Lady Bird” on the five Oscar nominations. It includes a picture of actress Saoirse Ronan as “Lady Bird.”

Ronan received a lead actress nomination for her work, while Laurie Metcalf, who plays Lady Bird’s mother, is nominated for best supporting actress.

Ed Fletcher: 916-321-1269, @NewsFletch

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