On Friday morning, both locals and tourists gathered at Sunset Boulevard and Selma Avenue in West Hollywood. They were not there to see the historic Chateau Marmont, but were captivated by an unusual billboard about 30 feet high.

A man, whose identity hasn’t been disclosed, has been “living” inside this billboard since Thursday. The setup resembles a fully furnished, air-conditioned living room. He occasionally waves to the crowd below, holding a coffee mug, or uses binoculars to observe them. Dressed in blue pajama pants and alternating red or blue bathrobes, he communicates with onlookers using a dry-erase whiteboard that says, “I’m stuck.”

The living room inside the billboard includes items like a bookshelf, plants, a coffee table, and even wall paintings. Thick red curtains cover a “window” through which the man looks outside. Below the window, a phrase on blue shutters asks, “How long can you survive?”

“The Last House,” a Netflix film, is the feature being promoted with this setup. Directed by Louis Leterrier and starring Greta Lee and Wagner Moura, the film premiered on Friday. It tells the story of a family trapped inside their home, facing dwindling resources and a mysterious threat. The situation asks viewers, “How long could you survive if cut off from the world without explanation?”

Jon Bruno, a nearby resident, shared his thoughts. “It was all over social media, and friends were sharing videos,” he said. “I wanted to see if there was air conditioning or a bathroom up there.” Bruno attended the movie screening and commented on the campaign’s effectiveness, “It’s a great publicity stunt. I’ve never seen anything like this.”

Nick Lonj from Oundle, England, staying at a nearby hotel, was drawn to the billboard after seeing it on the news. He likened it to David Blaine’s stunt where Blaine lived in a glass box above the River Thames.

Charise Butler traveled from Burbank with her son to observe. She heard about it from her son and was intrigued by the visuals. “My daughter, an actor, also plans to bring her kids to see this,” Butler shared. “It makes you want to watch the movie.”