For 10 minutes on Saturday, one of the most famous billboards in one of the busiest blocks in the world was dedicated to celebrating the cannabis industry’s biggest holiday.
To ring in April 20, 2024, from 4:10 to 4:19, Mike Tyson, former professional boxer and co-founder of the cannabis brand Tyson 2.0, and global cannabis seed bank Royal Queen Seeds (RQS) took over the One Times Square billboard, a 200-foot-tall LED display in the heart of New York City.
Just as revelers ring in each new year with a countdown in Times Square, representatives from both companies and others gathered in front of the screen, counting down 60 seconds until the clock struck 4:20 April 20.
“New York on 420 is the ultimate place to honor the journey to further the adoption of
cannabis!” Tyson said in a press release about the marketing event. “Growing up in Brooklyn, I’m amazed to see how the perceptions around this plant have evolved.”
Watch a clip from the end of the countdown in the video above.
From left: Adam Wilks, CEO of Carma HoldCo, parent company of Tyson 2.0, Mike Tyson, co-founder of Tyson 2.0, and Shai Ramsahai, president of Royal Queen Seeds, attend the Royal Queen Seeds takeover of the One Times Square Billboard for 4/20. Photo by Gary Gershoff/Getty Images for Royal Queen Seeds
Screenshot images at top: Left: A view of the atmosphere during the Royal Queen Seeds Takeover One Times Square Billboard for 4/20 on April 20, 2024 in New York City. Right: From left: Adam Wilks, CEO of Carma HoldCo, parent company of Tyson 2.0, Mike Tyson and Shai Ramsahai, president of Royal Queen Seeds, attend the Royal Queen Seeds takeover of the One Times Square Billboard for 4/20. Photos by Gary Gershoff/Getty Images for Royal Queen Seeds
