The Figueroa Hotel in Los Angeles is famous for its segmented billboard ads and Bethsoft has ponied up for The Elder Scrolls V: Skyrim. Located near the Staples Center and Los Angeles Convention Center, it will be visible to many during E3.

The Dragonborn stands above everyone!

The picture was posted by Bethsoft marketing manager Pete Hines on Twitter. When pinged about how much such an ad costs, he replied, “It ain’t cheap. :-)”.