Dedication of the sign, 1923.
Dedication of the sign, 1923.Photo Courtesy of the Hollywood Sign Trust and HollywoodPhotographs.com. All Rights Reserved.
Dedication of the sign, 1923.
Ladies in a steam shovel bucket, behind the Hollywoodland sign, 1923.
A sign advertises the opening of the Hollywoodland housing development in the hills on Mulholland Drive overlooking Los Angeles, Hollywood, circa 1924.
Brand new Hollywoodland homes, 1925.
Hollywoodland sign at night, 1928.
Hollywoodland sign, Hollywood, California, 1935.
The "ollywoodland" sign, 1949.
Hollywood sign in disrepair, 1973.
Refurbishing the Hollywood sign, 1973.
The Hollywood sign is reborn: 1978.
Hollywood Sign 1978
Dedication of the sign, 1923.
Photo Courtesy of the Hollywood Sign Trust and HollywoodPhot
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See How the Hollywood Sign Has Changed Over Time

When the Hollywood Sign was dedicated on this day, July 13, in 1923, there was little hint that it would become an iconic emblem. In fact, the sign didn't even say "Hollywood."

The 50-ft.-tall lettering, which was lit by thousands of flashing light bulbs, was erected as an advertisement not for the movie-making mecca, but for a housing development called Hollywoodland.

The development was complete by the end of 1923, according to the Hollywood Sign Trust. And the Hollywoodland developers figured it would about a year to sell the remaining plots, at which point the billboard would be dismantled, according to Gerald Schiller's It Happened in Hollywood.

So much for that. The temporary advertisement became a permanent landmark, playing roles large and small in all sorts of Hollywood stories (including that of the actress Peg Entwhistle, who committed suicide by jumping from the sign). By 1949, with the bulbs long since burned out and the sign battered by weather, the city decided to replace the original with a new sign that was four letters shorter, advertising not housing but the California silver-screen dream.

In the early 1970s, it was declared a city monument.

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