Golden Age

Notice something different about this Hollywood sign? This is what the iconic sign looked like from its construction in 1923 until the ‘land’ portion was removed in 1949. The sign was erected to advertise a new real estate development and was supposed to be removed after a couple years. As the sign gained national and worldwide notoriety, it became too popular to dismantle and eventually the Hollywood Chamber of Commerce took over from the original developers.

The sign and the meteoric rise of American cinema, also known as the Golden Age of Hollywood, were interrelated during the ‘Hollywoodland’ period. The sign promoted this new star-studded industry while Hollywood’s global impact made the sign even more iconic. Now, it is the most famous landmark in Los Angeles and a symbol of the West Coast aesthetic and lifestyle. Real estate advertisers of today, take note. 

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