It's such a shame that the effect of the special extension version along Sunset Boulevard is spoiled by the taller billboard on the reverse (hopefully that's something which isn't an ongoing thing).
District 9 film billboards from 2009 and these Elysium movie billboards from 2013.
Hopefully Blomkamp has learned from past mistakes (Elysium really was a disappointment after the phenomenally original District 9) and Chappie truly will be the next step in the evolution of his filmmaking.
Are you ready to meet Chappie?
UPDATED: It looks like Sony is unleashing a second wave of billboard creatives focusing on the robot's face to help promote Chappie.
UPDATED: Here's also a giant-sized version of this second wave Chappie ad creative spied in Downtown L.A. on the side of the Figueroa Hotel on April 4, 2015.