information:highlighting, structural:expansion
Neon tube lighting and signs

Rudi Stern has written, "The 1930s were years of great creativity for neon, a period when many design and animation techniques were developed.... Men like O. J. Gude and, in particular, Douglas Leigh took neon advertising further than Georges Claude and his associates had ever envisioned. Leigh, who conceived and created the archetypal Times Square spectacular, experimented with displays that incorporated smells, fog, and sounds as part of their total effect.... Much of the visual excitement of Times Square in the thirties was a result of Leigh's genius as a kinetic and luminal artist." Major cities throughout the United States and in several other countries also had elaborate displays of neon signs. Events such as the Chicago Century of Progress Exposition (1933–34), the Paris World's Fair (1937) and New York World's Fair (1939) were remarkable for their extensive use of neon tubes as architectural features. Stern has argued that the creation of "glorious" neon displays for movie theaters led to an association of the two, "One's joy in going to the movies became inseparably associated with neon."