The white letters stretching across the hillside of Mount Lee are one of the most recognisable symbols of the United States. Originally created as an advertisement for a housing development, the Hollywood inscription quickly became a pop culture icon and an integral part of the Los Angeles landscape. Although it was originally intended to stand for only a dozen months, it has endured for decades, becoming a hallmark of world cinema and the hill of the American rich.
The Hollywood Inscription – origins and original purpose
The sign was erected in July 1923 on the hillside above Beachwood Canyon. It originally consisted of 13 letters forming the word ‘Hollywoodland’, which promoted a new, wildly luxurious estate of single-family homes. Each letter was about 15 metres high and nine metres wide, while the whole stretched over 130 metres. The structure was made of wood and sheet metal, and around 4,000 light bulbs were used to illuminate the structure, which lit up in sequences to create the lighting effect of the ‘Holly’, ‘Wood’ and ‘Land’ lettering. The cost of construction at the time was $21,000, which today equates to almost $400,000, or nearly £1.5 million. The sign was only supposed to stand for a year and a half, but the rapid growth of the film industry in Los Angeles meant that the structure quickly gained huge recognition and remained in place permanently.
Further fate of the sign
Within a short time, the new City of Angels symbol became the site of dramatic events. The most famous of these was the death of the young actress Peg Entwistle, who in September 1932 climbed the letter ‘H’ and jumped down from it. The event shocked Hollywood and went down in its history for a long time. A year later, the sign’s nighttime illumination was switched off because it was too expensive to maintain. From then on, the structure slowly deteriorated and the lack of maintenance made it look more and more like a ruin than a sign of great success.
The change to the ‘Hollywood’ sign
By the 1940s, the sign was already in very poor condition. In 1944, the letter ‘H’ had collapsed and other elements were suffering progressive damage from wind and vandals. Many residents began to demand the demolition of the sign, considering it a disfigurement of the prestigious millionaires’ neighbourhood. Eventually, in 1949, the Hollywood Chamber of Commerce took custody of the structure and led to its restoration. At that time, it was decided to remove the ending ‘land’ so that the inscription no longer referred to the former estate, but to the entire neighbourhood and Los Angeles’ thriving film industry.
The Hollywood Hills with the sign in 1925 and 2025. Photo: waterandpower.org, public domain, via Wikimedia Commons and Google Earth
Great reconstruction with celebrities
The following decades, however, brought further problems for the iconic building. By the 1970s, the structure was once again in a catastrophic state. The wooden and tin letters were crumbling under the influence of the weather. After a windstorm in 1978, the inscription looked like a caricature of itself, and some letters were broken or toppled over. A major rescue campaign was then organised. The new sign was created with the support of nine sponsors, who funded one letter each. Donors included Alice Cooper, Gene Autry, Hugh Hefner, Andy Williams and Warner Bros. Records. Each contributed nearly $28,000, which enabled the construction of a steel structure set on concrete foundations. The ceremonial unveiling of the restored inscription took place on 11 November 1978 and was so momentous that it was broadcast on national television.
Conservation and contemporary controversy
Today, the sign is located within Griffith Park and is covered by 24-hour CCTV and security measures to prevent vandalism. Although the letters themselves are off-limits to tourists, the paths leading up to them attract thousands of people each day. However, the popularity of the site has caused numerous conflicts with residents of nearby neighbourhoods, who complain about traffic jams, lack of parking spaces and fire hazards. City authorities have closed or restricted access to some of the trails on several occasions, and technology companies have been asked to alter GPS readings to direct tourists to designated viewpoints, such as Griffith Observatory.
Modifications, pranks and social action
Due to its recognisability, the sign has been reworked many times by artists, activists and pranksters. The most famous modifications are “HOLLYWeeD” in 1976 and 2017, referring to the legalisation of marijuana in California, as well as “HOLYWOOD” during the visit of Pope John Paul II or “OIL WAR” during the Gulf War. In 2010, the letters were covered with banners bearing the slogan ‘SAVE THE PEAK’ to draw attention to the threat posed by the progressive development of the hill. In recent years, the inscription has also been changed to mark sporting and cultural events, including the Los Angeles Rams team’s Super Bowl victory and Pride Month celebrations.
The Hollywood inscription as a pop culture symbol
The Hollywood sign is now a world-famous tourist attraction and an important element of pop culture present in films, TV series, commercials and music videos. Its silhouette appears in countless film shots as a showcase for Los Angeles and American cinema as a whole. It is a symbol that has sparked controversy, inspired filmmakers and been a vehicle for various ideas for more than a century, while also serving as a constant reminder of the birthplace of the global film industry.
Source: hollywoodsign.org, griffithobservatory.org
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The Hollywoodland sign in 1924 and today. Photo: hollywoodsign.org and Google Maps
