When Los Angeles Times publisher Harry Chandler constructed a massive sign advertising his new upscale real estate development called Hollywoodland, he never could have predicted that his cheap marketing ploy would become an iconic emblem for aspirational artists around the world. Today is the 98th anniversary of the sign’s official dedication, when it originally read as “Hollywoodland”. After a 1949 renovation, the last four letters of the sign were removed, though wear and tear caused extensive deterioration until Playboy Magazine founder Hugh Hefner stepped in, recruiting nine donors to restore the sign to its original glory in 1978. Nearly a century later, the Hollywood sign is still glowing in the hills above Los Angeles — a beacon to the artists grinding away in the city’s industries.
“Hollywood is a place where they'll pay you a thousand dollars for a kiss and fifty cents for your soul.” —