When I spied a city bus with a billboard on its front
side—directly under the driver—for the Museum of Sex, it struck me as odd. When
the very same advertisement appeared on bus after bus after bus, it struck me
as odder still. You see, there was no further information to be gleaned from
the ads about this mysterious museum. Where exactly it was located and what
exactly could be found there was left to our imaginations. Of course, this is
the Information Age we live in and the answers to those questions are readily
accessible with a smartphone or computer. By the way, if you’re interested in
discovering what all the fuss is about, the place—also known as MoSex—is
located at 233 Fifth Avenue on the corner of East 27th Street.
I had in fact encountered subway promos for one and the same
on recent train trips. But then came the Museum of Sex bus blitzkrieg—seemingly
out of nowhere—with the billboards prominently positioned and seen by millions
in what amounted to a traveling road show. I was naturally curious as to
MoSex’s money source for this comprehensive advertising campaign. It had to
cost the museum a pretty penny. Perhaps the establishment receives endowments
from the rich and famous—endowed or otherwise—I don’t know.
Also, I couldn’t help but wonder how the billboards were
playing with the populace at large and, too, Metropolitan Transport
Authority (MTA) employees. After all, bus drivers were compelled to lord over
three words and three words only: Museum of Sex. Lo and behold, local news
stations reported on and answered my questions this morning. There was indeed a
billboard controversy. Complaints about them were coming in fast and furious
from the aforementioned bus drivers. Female drivers griped about harassing
hoots and hollers from riders. Male drivers weren’t too happy, either, being in
the crossfire. Putting that three-letter word on the front bumpers of buses on
busy routes was destined to stir the pot of boorishness, which is quite a large
melting one in New York City, and it didn’t disappoint.
The MTA actually took to heart what their employees had to
say vis-à-vis the Museum of Sex billboards and promised to slowly but surely
remove them. I can attest that the removal—in my neck of woods at least—has
been immediate. They were on practically all the buses yesterday and not on any
of them today.
An unrelated footnote here is that the MTA now has a policy
of “gender neutral” announcements. No more “Ladies and Gentlemen” and that sort
of exclusive thing. You are more likely to hear: “Hello, Everyone.” When I
first heard that intro echoing in the subway bowels, it sounded rather awkward
to me. But I didn’t know then that a new policy—not to offend someone who is
neither a lady nor a gentleman—was in place. Had the MTA consulted with me
beforehand, I would have recommended: “Ladies, Gentlemen, and the rest”
rather than “Hello, Everyone.” It would have simultaneously accomplished its
inclusive mission and paid homage to the first season opening credits of Gilligan’s
Island.
(Photos from the personal collection of Nicholas Nigro)