It's hard to imagine a more recognizable symbol of the film industry than the Hollywood sign, which was officially dedicated on this date, July 13, 1923, perched high atop Mount Lee in the Hollywood Hills of Los Angeles, California. Standing at an impressive 50 feet tall, the letters originally spelled out Hollywoodland — though the 'land' portion would eventually be removed in 1949.
When the sign first went up in 1923, no one would have predicted it would evolve into such a powerful cultural icon. Interestingly enough, the word "Hollywood" doesn't even appear on the sign itself.
The project was wrapped up by the close of 1923. As detailed in Gerald Schiller's It Happened in Hollywood, selling off the remaining plots was expected to take approximately a year, after which the billboard was slated for demolition.
What started as a fleeting advertisement gradually transformed into an enduring monument woven into countless Hollywood tales, big and small alike. Among the most unforgettable episodes was the tragic suicide of actress Peg Entwhistle, who leapt to her death from the sign. After years of glowing bulbs and relentless weathering took their toll, the city ultimately chose to replace the original structure with the shorter, now-universally recognized version we see today.
Originally, Woodruff and Shoults put up the sign to promote a local real estate subdivision and a new housing development — fully expecting it to stand for just a year. Yet as Hollywood boomed and the sign was left in place, it took on a life of its own, drawing tourists and movie aficionados alike to Griffin Park for a taste of silver screen magic.
In 1978, Hugh Hefner, the creator of Playboy Records, led a high-profile campaign to permanently replace the badly deteriorated sign with a sturdier structure built to last. The effort carried a price tag of $250,000, with rock artist Alice Cooper and crooner Andy Williams among the generous benefactors who helped foot the bill.
These days, some 50 tour companies are working to meet the enormous demand for guided hikes through the Santa Monica Mountains to catch a glimpse of this legendary landmark. For those seeking easier vantage points, the observation platforms at the Hollywood and Highland Center and the Griffin Observatory come highly recommended.