‘World’s most expensive billboard’ costs $1.3 billion, involves man in jet pack

A Dubai skydiving company that unveiled a billboard featuring a man flying around it in a jet pack says that it would have been the "world's most expensive"—had it stayed up for a month.

According to a news release from Skydive Dubai, the monthly cost to operate the billboard located at the entrance to Burj Khalifa, the world's tallest building in downtown Dubai—would have been $1.3 billion.

The company, along with Denver-based Go Fast energy products, demonstrated the billboard stunt on June 1.

"This is an epic moment," Skydive Dubai chairman Nasser Al Neyadi said in the news release. "This initiative is another example showcasing Dubai as a world leader in innovation and technology."

More from the release:

The billboard involved a man with a Jet Pack, initially hidden within the billboard, who emerged from the billboard and flew around it for approximately 20-30 seconds, before landing back on the billboard.

Skydive Dubai, backed by real estate developer Emaar Properties, offers skydiving tours of Dubai's skyline, in what they refer to as "a monumental dropzone."

And just how did they get the $1.3 billion figure?

The seconds of flight time for the billboard in Downtown Dubai would cost a minimum of USD 500 per second. If the number of seconds in a month (60 seconds x 60 minutes x 24 hours x 30 days = 2,592,000 seconds) is multiplied by USD 500, the total amounts to approximately USD 1.3 billion for the month long fly time for the billboard.