Chandler spent quite a fortune (for the time) to have the Hollywoodland sign installed: $21,000.
A Sign of the Times
The “Hollywoodland” sign is dedicated in Los Angeles, California
It’s a lot more than just a series of letters stuck on a hill in Los Angeles. The Hollywood sign has come to embody glamour, success, and drama since it was dedicated on this day in 1923.
When it was first put in place, it was a marketing tool for a real estate project Los Angeles Times publisher Harry Chandler had invested in. At this time, the sign actually said “Hollywoodland,” the name of the housing development. At night, the letters’ 4,000 light bulbs blinked on and off, spelling out the words “Holly,” “wood” and “land.”
While the development didn’t survive the Great Depression with the “H” falling off due to neglect, the city of Los Angeles bought the sign, fixed the “H” and removed the “land.” The resulting sign represents magic and movies.