Crossing the street to the Tower store - where all Rhino product was conveniently on sale - we saw banners being posted in the back for such fellow sponsors as Yahoo, JVC, Spin magazine, Real Networks, and KLOS-FM, whose van was already parked nearby. The traditional classroom desks and chairs were set up as in all previous years (except this time they ran parallel to Sunset Blvd. in the back half of the lot).

A small army of Rhinos was busy readying the area in anticipation of a larger army of participants in the 305 multiple-choice question pop music trivia contest. When ace photographer Henry Diltz arrived at 6:00 PM, 20 or 30 people were already there to compete for a fistful of prizes and the title of "Geekus Musicus Maximus." The growing crowd included more than a few contestants from years past. Other RMAT veterans present included test author Andy Zax, and last year's champ, Mark Miester, who flew in from New Orleans for presentation with the ceremonial championship belt.

By that time the RMAT had already run its course in such cities as Chicago, Atlanta, Las Vegas, London, Dublin, Tokyo, and Mexico City (where it was a huge hit). All that was left in this worldwide Rhino branding campaign were events in Seattle, Sacramento, and here in L.A. And, of course, on the Internet at www.rhino.com -- which would contribute thousands of test-takers.

With fifteen minutes to go, KLOS personality Gary Moore took the stage to welcome the crowd, lead them in a Rhino-ized Pledge of Allegiance, and along with Jim Neill take questions and riff in the final minutes before the multiple choice test booklets arrived with the traditional armored car.

At 6:30 PM sharp, Dr. Demento, seated at a teacher's desk by a blackboard on the stage in front, announced the beginning of the open-book test. And they were off! What followed was an hour of watching this motley crew try to decide such things as what Elvis Presley's last studio album was and what George Clinton's first occupation was. Surprisingly, people continued to trickle in up to 15 minutes before the finish.

With a cry of "Pencils down!" at 7:30 PM the crowd began to disperse, some shaking their heads in frustration, some going into Tower to check the posted answers, some making their way to the registration tables for more swag (which in addition to T-shirts and copies of the latest Spin included large quantities of Nestle chocolate candy, to my eternal gratitude). A quick breakdown of the set by the remaining Rhinos and a trip across the street to Red Rock for a celebratory drink, and the 2001 RMAT was officially history.

-- John Hagelston