LAS VEGAS--Just as the Strat put up a tequila ad reminding Las Vegas newcomer the Sphere that they’re not the only mega-surface in town, the Luxor stepped up with a special Super Bowl display of its own – reminding the public that the iconic pyramid, fronted by a sphinx, is also capable of some serious marketing signage. 

Competitive Lights

Luxor created the hyper luminescent display with a group called Particle Ink, which apparently creates pyramid-scale light displays. (They’re opening something called "House of Shattered Prisms" at Luxor this spring.)

The ad on the sphinx displayed during Super Bowl weekend was for BetMGM, but a big-giant Doritos billboard on the pyramid face behind it suggests it probably won’t be long before we see this technology on other casino surfaces.

Pyramid vs. Sphere

Opened
1993  --  2023

Height
357’  --  366’

Width
600’  --  516’

Surface Area
120,000sf  --  875,000sf

Luxor Beaming for Doritos

Whatever they eventually choose to display, Luxor is making its case for why it belongs in the conversation about any new giant display property. After all, its 42.3 billion candela beam  can theoretically reach space (even though that has been mostly debunked). 

Even if Luxor can’t really be picked out uniquely by the orbiting set, the beam first lit in 1993 has stood the test of time. Any Las Vegas local or pilot flying at night across the western US) can tell you that light is a beacon that we have all used to orient ourselves.  

Luxor did receive some guff over the Doritos ad, with online critics calling it tacky. But Luxor doesn’t seem to care. And why should they if the square footage sells?