Turning all billboards on Times Square into art

Sounds cool. but noone says what kind of art are we speaking about. the event organizers ar speaking about using marketing cmapaigns to promote this thing... i can't really see any political dimenstion to it. at least no one explicitelly articutlated. but maybe thats just a tactic to persuade all the ad space owners. will be interesting to see the progress. in any case, its pretty ambitious.