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It won’t be a red-carpet premiere, but the WGA is giving serious star treatment to some of its prominent members.

For the next three months, the faces of 10 leading writers and their signature lines will grace billboards in Hollywood, West L.A. and Studio City.

The first, debuting Sept. 2 on the Sunset Strip, features Robert Towne‘s visage and the line “Forget it, Jake. It’s Chinatown.” Also coming: Paddy Chayefsky’s “I’m mad as hell and I’m not going to take this any more,” Aaron Sorkin‘s “You can’t handle the truth” and Frank Pierson‘s “What we have here is failure to communicate.”

The writers won’t be identified by name on the billboards, which are intended to celebrate the WGA’s 70th anniversary and spark appreciation of the dialogue with the helpful tagline “WGA West — where it begins.”

“These lines have trickled down from the movie screen into our consciousness,” says Marc Norman, an Oscar winner for “Shakespeare in Love” and onetime ad copywriter who hatched the idea. “The way these lines have entered our culture speaks to the power and pride of writers and of their Guild.”

Money for the effort comes from both the Guild and the studios, out of a fund launched in the WGA’s 1995 contract agreement to provide for a “campaign for greater appreciation” of writers in creating films and TV shows.

Though the WGA says the campaign is purely a celebratory one, it can’t hurt that the billboards touting great movie dialogue are going up just as the guild and studios are gearing up for a dialogue of their own: Negotiations on a new contract are expected to begin soon.