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Ryoji test pattern HeroMidnight Moment: Ryoki Ikeda, test pattern [times square], 2014; October 1-31, 2014; 11:57-midnight, every night. Times Square Advertising Coalition (TSAC) and Times Square Arts. Photograph by Ka-Man Tse for @TSqArts.

Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night. The program premiered in May 2012 and is organized and supported by the Times Square Advertising Coalition in partnership with Times Square Arts, the public art program for the Times Square Alliance, with additional partners of participating sign holders and artists.