Activation of the promoter of H/I/K splice variant (A,C) or B/K splice variant (B,D) by histamine and/or PMA stimulation in U-373 MG cells and HeLa cells. Cells were transfected with the human H1R reporter plasmid containing the putative promoter region of H/I/K splice variant (A,C) or B/K splice variant (B,D) for 12 h. Then, the cells were starved in serum-free medium for 24 h before treatment with 100 μM (U-373 MG cells) or 10 μM (HeLa cells) histamine (HA) or 100 nM PMA. Luciferase mRNA (A,B) and H1R mRNA (C,D) was determined by quantitative RT-PCR 2 h (U-373 MG cells) or 3 h (HeLa cells) after histamine/PMA treatment. Data are expressed as means ± SEM (n = 6). ** p < 0.01, * p < 0.05 vs. control. For statistical analysis, one-way ANOVA with Tukey–Kramer’s test was used.