A Dubai billboard for Skydive Dubai and Denver-based Go Fast energy products would cost $1.3 billion a month if it operated all the time, according to Skydive Dubai in a press release. Most of the sum pays for the billboard's most active component -- a man in a jet pack flying around 20 to 30 seconds before landing on the billboard. Promoters arrived at the $1.3 billion figure by multiplying the $500-a-second they say it costs for jet-pack flight by 30 days.
Skydive Dubai, backed by the real estate powerhouse Emaar Properties, offers skydiving tours over Dubai's skyline, while Go Fast supports "the lifestyle of extreme sports enthusiasts." A match made in a very expensive heaven.
Promoters are calling it the world's most expensive billboard -- but the buzz behind the billboard's premiere Monday didn't seem so buzz-y. See what happens when a heavily funded publicity stunt meets a lightly attended press conference in the video above.