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glamourbomb:

Photo: Dedication of the Hollywoodland sign (1923). Courtesy of the Los Angeles Times.

Built by Los Angeles Times publisher Harry Chandler as an epic $21,000 billboard for his upscale Hollywoodland real estate development, the Sign soon took on the role of giant marquee for a city that was constantly announcing its own gala premiere.

The “billboard” was massive. Each of the original 13 letters was 30 feet wide and 50 feet tall, constructed of 3x9’ metal squares rigged together by an intricate frame of scaffolding, pipes, wires and telephone poles – all of which had to be dragged up Mt. Lee on dirt paths.

Few realize that a giant white dot (35 feet in diameter, with 20-watt lights on the perimeter) was constructed below the Sign to catch the eye. The Sign itself featured 4,000 20-watt bulbs, spaced 8 inches apart. At night the Sign blinked into the Hollywood night – first “Holly” then “wood” and finally “land,” punctuated by a giant period. The effect was truly spectacular, particularly for pre-Vegas sensibilities.