The world-famous Hollywood Sign was never intended to be a monument to the movie industry. It was erected in 1923 as a temporary advertisement for a luxury real estate development called 'Hollywoodland.' The sign was built for $21,000 and featured 4,000 light bulbs that flashed the words 'HOLLY,' 'WOOD,' and 'LAND' in sequence. It was only supposed to stay up for about 18 months. However, the rise of the Golden Age of Hollywood made the sign an international symbol for cinema. By the 1940s, the sign had fallen into significant disrepair; the 'H' had fallen down, and it had become a safety hazard. In 1949, the Hollywood Chamber of Commerce removed the 'LAND' portion and refurbished the rest, cementing it as the official icon for the city's entertainment industry.