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This weekend will be all about Spider-Man 3's inevitable march to the all-time opening weekend box office record (we're still waiting for reports about how audiences at the Thursday midnight screenings volunteered to pay triple if that helped beloved Sony get to $140 million), but that's not going to stop competing studios with their own summer products to overhype from trying to steal some of Spidey's thunder. As we speak, motorists stalled in traffic on Sunset Boulevard are enjoying the spectacle of witnessing one of the Strip's most famous buildings wrapped in the largest pulsating, promotional prophylactic ever attempted by mortals:

Sunset Blvd. Transformed HOLLYWOOD, Calif., May 4 /PRNewswire/ — Towering above all of Movieland, Optimus Prime and Megatron are busting out of Hollywood's most famous tower in a battle between good and evil. With pulsating eyes and glimmering effects, Transformers have taken over the Sunset Strip. Paramount/DreamWorks enlisted the help of SkyTag, the innovators of Tall Wall spectaculars, to produce the world's largest printed construction wrap enveloping the building at 6290 Sunset Blvd. This mammoth structure is 300 ft high and took over 100,000 sq. ft. of vinyl to complete.

DreamWorks can only hope that this latest act of movie-pimping hubris doesn't meet with the same fate as their previous skyscraper-bagging effort (pictured above), and that God (a Spider-Man fan, we're sure) doesn't once again call forth his righteous winds to strip the graven images of Michael Bay's blockbuster abomination from the building, covering the cars below in the shredded ambitions of a publicity executive who dreamed a little too big.

[If you happen to be in the area and have a camera, by all means, send us a photo.]

UPDATE: Curbed L.A. has a photo (third one down).