landlord at 4 times square to buy lumacom sign, page-4

Lumacom were between a rock and a hard place - the price that they got for the sign was pathetic BUT, if they didn't sell it very soon for any price, LUM were going to be down the toilet. Durst want signs on the other 3 sides so this is LUM's best opportunity to make money in this location. They got screwed by Durst but they have made the correct commercial decision for the company and its shareholders.