By Leslie Albrecht
DNAinfo Reporter/Producer
UPPER WEST SIDE — The city has slapped Duane Reade with more than $6,000 in fines for the illegal video billboard at its West 72nd Street and Broadway store, but that's not enough for some residents.
A few locals incensed about the brightly lit video billboard on the second floor of the new Duane Reade are organizing a boycott of the pharmacy, complete with its own Facebook page.
"Liking" the Facebook page means pledging to not shop at Duane Reade until the glowing sign comes down. Residents fear the sign, which flashes ads for Duane Reade 24 hours a day, seven days a week, is turning their neighborhood into Times Square.
Neighbors say the glare from the sign is disturbing their sleep and distracting drivers at one of the Upper West Side's busiest intersections.
It's also illegal, according to the Department of Buildings.
The DOB issued eight violations and $6,400 in fines against Duane Reade for illuminating second-floor signs, a spokeswoman said. Duane Reade can either pay the fines, or contest them at a hearing with the city's Environmental Control Board.
Duane Reade must bring the sign into compliance with DOB regulations, but it's not known yet whether the sign will be removed altogether or whether the brightness will be reduced.
The brilliant video display has racked up more than 15 complaints with the DOB, according to the agency's website, and City Councilwoman Gale Brewer and State Assemblywoman Linda Rosenthal have called for the sign's removal.
Duane Reade could not be reached for comment immediately Wednesday. A company spokesman told DNAinfo last week that Duane Reade takes such complaints seriously.
