The sign would flash in segments "HOLLY," "WOOD," and "LAND" would light up individually, before lighting up entirely. Each letter of the sign was 30 feet wide and 50 feet high, and the whole sign was studded with some 4,000 light bulbs. They contracted the Crescent Sign Company to erect thirteen letters on the hillside, each facing south.
Real estate developers Woodruff and Shoults called their development "Hollywoodland" and advertised it as a "superb environment without excessive cost on the Hollywood side of the hills". The contract stipulated that “LAND” be removed to reflect the district, not the housing development. In 1949 the Hollywood Chamber of Commerce contracted to repair and rebuild the sign. 1920s)*^ - The HOLLYWOODLAND sign was erected in 1923 to advertise a new housing development in the hills above the Hollywood district of Los Angeles.
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