One of the more interesting and unique uses of a marquee I have seen was a storage facility that was located on a busy surface street. They had an electronic marquee and the controller was in their office. Early every morning they changed the message.

Now, the message did not relate to their business. It was a quote, or a bit of triva, or a humorous saying. For example 'Forecast for tonight- DARK'.

The point is- the regular drive by traffic developed a habit of looking at the sign each day to see what it said, creating awareness of the business through association. The sign and business became a local landmark.

When I asked the mgmt about how effective it was they stated when they went on a mini vacation for several days it was not changed....and, they had people stop in and/or call to see if everything was ok with them.