During adenovirus infection, the ElI promoter is positively regulated by products of the Ela region. We have studied this regulation by fusing a DNA segment containing the adenovirus EII promoter to a dihydrofolate reductase cDNA segment. Expression of this hybrid gene is stimulated in trans when ceUl lines containing an integrated copy are either transfected with plasmids carrying the EIa region or infected with adenovirus. This suggests that Ela activity regulates transcription of the EII promoter in the absence of other viral proteins and that this stimulation can occur when the EII promoter is organized in cellular chromatin. Transcription from the ElI promoter is initiated at two sites in cell lines lacking EIa activity. Introduction of the Ela region preferentially stimulated transcription from one of these two sites. A sensitive, stable cotransfection assay was used to test for specific EU sequences required for stimulation. Ela activity stimulates all mutant promoters; the most extensive deletion retained only 18 base pairs of sequences upstream of the initiation site. We suggest that regulation of a promoter by the Ela region does not depend on the presence of a set of specific sequences, but instead reflects a characteristic of promoters that have been exogenously introduced into ceUs. Insertion of the 72-base-pair repeat of simian-virus 40 in cis enhances transcription from the ElI promoter. The stimulatory effects of ETa activity and of the simian virus 40 sequence are additive and appear to differ mechanistically.The Ela region of adenovirus encodes two interesting activities. First, this region positively regulates transcription from viral and cellular promoters (2,8,14,23,24,33). Second, the region encodes proteins that can immortalize primary cells (14). The latter activity appears to be a critical component in the transformation of a normal cell to a tumorforming cell and is an activity shared by a class of oncogenes that includes myc, myb, and the large tumor antigen of polyomavirus (18,27,30). It is not clear at this time whether the ability of the Ela products to regulate transcription is related to their ability to alter regulation of cellular growth. Determination of the mechanism by which the Ela region regulates transcription will help elucidate the relationship between these two activities.The Ela region encodes three mRNAs of sizes 9S, 12S, and 13S (9, 26). The 289-amino-acid product of the 13S message stimulates expression of other adenovirus early transcription units by increasing the rate of transcription initiation (23, 28). Recently, it has been recognized that several non-adenoviral promoters are also stimulated by the Ela region (6a, 8, 33). In most positively regulated eucaryotic promoters, specific regulatory sequences have been identified which mediate this stimulation. For promoters stimulated by the Ela products, however, it has not been possible to separate sequences required for regulation from promoter sequences required for general transcription (3,4,8 The CHO DHFR-(DUK...