GTA 6's $1 Million Vice City Billboard Goes Up in Miami Despite Police Protests

Grand Theft Auto 6 launches in two months, and Rockstar Games is launching an elaborate real-world marketing campaign in Miami, the city that inspired GTA's fictional Vice City.

A massive "Welcome to Vice City" billboard has been installed on the Kaseya Center, home of the NBA's Miami Heat. Pieces of the sign were airlifted onto the building throughout the day, drawing crowds of fans to live city cameras to watch the installation.

The sign itself is substantial enough to make an impression from a distance. According to the Miami Herald, Miami-Dade County will collect $975,000 from this billboard alone. The county is hosting what it describes as the most elaborate displays for GTA 6, though other parts of the Miami metropolitan area, including Miami Beach and the city of Miami, also have marketing deals with Rockstar.

The installation proceeded despite protests from some local police members in the area. Miami-Dade County officials approved the campaign despite those objections.

This marks Rockstar's most significant marketing push since GTA 6's Netflix debut. The studio has otherwise remained quiet about the game in recent months, focusing instead on warning modders against creating custom content for it.