The world's most famous landmark wasn't built to celebrate the movie industry; it was a temporary real estate advertisement. Erected in 1923 for $21,000, it originally spelled 'HOLLYWOODLAND' to promote a new housing development. It was illuminated by 4,000 light bulbs and was only intended to last 18 months. However, as the film industry exploded, the sign became an iconic symbol of the city. By the 1940s, it had fallen into severe disrepair—the 'H' even fell down after a caretaker crashed his car into it. In 1949, the Hollywood Chamber of Commerce struck a deal to repair it on the condition that the 'LAND' portion be removed so it represented the district, not the housing development. It wasn't until 1978 that the current steel version was built, funded by celebrities like Alice Cooper and Hugh Hefner, who each 'sponsored' a letter.