As the red shoes headed out of the Hollywood Hills, she stopped to pose in front of the landmark Hollywood sign. Originally the sign on Mt. Lee said HOLLYWOODLAND and was erected for $21,000 in 1923 to boast the new upscale real estate development of Los Angeles Times publisher, Harry Chandler. By the early 1940s the sign was a landmark but in disrepair and owned by the City of Los Angeles. Over the decades, the billboard, much like Hollywood itself, had its ups and downs—including a ceremony in 1973 when the sign was given official landmark status. A thick blanket of fog ruined the ceremony hosted by silent film star Gloria Swanson. Two faded icons possibly staring their demise dead in the eyes.