Hollywood Sign HistoryIt started out as a temporary ad in 1923 for a new housing development in the hills above Los Angeles, California. The 50-foot-tall block letters placed on the hillside above L.A.’s Hollywood district was selling “Hollywood-Land.” But decades later the sign had fallen into disrepair. Many Angeleno’s wanted it gone. In 1949 the Hollywood Chamber of Commerce came to the rescue. The group recognized the sign’s value as a symbol that defined their neighborhood. It had become an instantly recognizable landmark that’s still known around the world and is a part of pop culture.