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Video: Massive Fire In Hollywood Creates Massive Black Plume Over L.A. [UPDATE]

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Fire crews battle a massive fire at an industrial facility in Hollywood (photo courtesy of @gianolid via Twitter)
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Firefighters are battling a blaze that started shortly before 9 a.m. this morning at what is believed to be a chrome-plating facility in Hollywood, sending a massive plume of black smoke into the skies over Los Angeles.

I mean, yikes:

Almost 100 firefighters have responded to the blaze, located on the 1000 block of Orange Avenue just off La Brea Avenue. Firefighters are currently battling the fire from only the outside because of its intensity—in a "defensive mode" Katherine Main of the LA Fire Department told the LA Times.

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No injuries have been reported at this time though the roof of the building has partially collapsed, according to reports.

As of this reporting there have been no official announcements regarding the nature of the fire, but we'd highly recommending not venturing into the area and not inhaling what is likely some really noxious fumes.

Update (11:40 a.m.): NBC 4 is reporting that after over two hours, LAFD has put out the fire. Thankfully, no other structures were damaged.