The 'Hollywood' sign which was erected in 1923 in Los Angeles was originally put up as a real estate advertisement. Built by American newspaper publisher Harry Chandler, the ₹14 lakh ($21,000) billboard initially read 'Hollywoodland' and was aimed to promote Chandler's Hollywoodland real estate development. The 13 white block letters were illuminated by 4,000 light bulbs at night.