To announce the two-year residency of Britney Spears at Planet Hollywood Resort & Casino in Las Vegas, organizers went above and beyond the old formula of a press conference in a hotel ballroom. Instead, they staged a dramatic card trick in the Nevada desert—with 1,300 volunteers. On September 17, the masses of fans and volunteers were taken to the desert on a bus. They lined up in height order (with the taller folks in back), each holding an individual card. When held up together, the cards pieced together a Britney Spears billboard that was more than 10 stories long and seven stories across. Helicopters overhead captured the aerial view, and the pop star herself was on site. The stunt took place in tandem with Spears's appearance on Good Morning America, which was broadcast live from the desert.
