Magazine article Variety

As Variety Saw It

Magazine article Variety

As Variety Saw It

Article excerpt

The first mention of the Hollywood sign in Variety came in the "To the Ladies" pages, in coverage of the fashionable scene at the Pacific Southwest tennis tournament. For decades, the sign got as much coverage as any other real-estate billboard: almost none. But that changed in the 1970s.

1930

"Hollywood Puts It on Tennis Wk., Doll Up for Those Late Entrances"

Variety, Oct. 1

"Occupants of the boxes along the south court had a slight obstacle to their illusion, in the way of the cardboard hills, the dangerous dam and the large Hollywoodland sign that formed a backdrop in the north."

1973

"Launch Drive to Save 50-Yr.-0M Hollywood Hills Sign Landmark"

Daily Variety. Jan. 16

"Up close the sign is a disaster area," the spokesman said. "It's dangerous to leave it in this condition. We want to avoid the possibility of somebody coming along and saying we've got to get rid of the eyesore."

1978

"Signs Look Good for H'wood Landmark After Hefner Bash"

Daily Variety, July 3

"Hugh Hefner, suffering a chronic seizure of civic pride, threw a $65,000 tent party at his Playboy Mansion West last Thursday night - an expense free $150-a-seat fund-raiser to help underwrite the rebuilding of the termite-nibbled 55-year-old Hollywood sign. …

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