However, by the early '40s, the Hollywoodland real estate development went bust. Amid laser beams and searchlights, the new "Hollywood" sign near the top of Mt. By 1948, box office receipts plummeted 45% from wartime highs due to television. Intended to last just 18 months, the Sign has endured nearly 100 years.+ Read More, Mount Lee, the home of the Hollywood Sign, is named for an entrepreneur who transformed a ridge in Griffith Park into one of the most important sites in television history. Over 175,000 people attended what was called the global jukebox. "Hollywoodland," the sign read. Her public broadcast programs have earned her six Emmys, her two non-fiction books were bestsellers and Pinks, the Hollywood hot dog stand, named its veggie dog after her. Ladies in a steam shovel bucket, behind the Hollywoodland sign, 1923. Are you going to sit idly by and let the March of Progress pass unheeded? 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County, 3 arrested for nearly $1 million in stolen student, Newport Beach home dangling after cliffside collapse, High-speed rail from L.A. to Vegas: What we know, Do Not Sell or Share My Personal Information. Built in 1923, the giant letters of the sign originally spelt "Hollywoodland". Photo via Los Angeles Public Library (1924), Publicity photo of women in a steam shovel above Hollywoodland. It was flimsily made with wooden panels anchored by telephone poles, so it regularly blew over. It is still open for business at the corner of Figueroa and Adams, near USC. Peg Entwistle dubbed by tabloids as the The Hollywood Sign Girl was only 24 years old.+ Read More, When Japan attacked Pearl Harbor in 1941, Hollywood mobilized to become a full-time war industry. A Sign Is Born - 1923. The old landmark sign it replaces was built in 1923, but deteriorated and began to fall apart recently. With the sales office in place, Woodruff hired an entire publicity team led by L. J. Burrud as the Hollywoodland advertising manager. In one advertisement from January 1924, Hollywoodland is shown as an open expanse gleaming above the congested streets of downtown with the slogan above the turmoil of the city. This combination of the natural beauty of the Hollywood hills, while still being close to the conveniences of the city made Hollywoodland an easy sell. The latest Hollywood sign was the same size as its predecessor. It was on this date, July 13, 1923, that possibly the most renowned sign in the movie industry, the Hollywood sign, was officially dedicated to the Hollywood Hills atop Mount Lee in Los Angeles, California. Photo Courtesy of the Hollywood Sign Trust and HollywoodPhotographs.com. The Oscars will air on ABC and can be streamed on ABC.com and the ABC app as well as Hulu + Live TV, YouTube TV, AT&T TV or FuboTV. The state's gold has since been drained, and the quest for perfect health has spread to rest of the country. Some of the ballyhoo turned to boohoo. The improvements will include well-paved winding streets through the hills, all of which will be lighted by boulevard lights. Photo via Hollywoodland: Established 1923. An early enclave of Storybook Style exists right here in the heart of Los Angeles. Though some found this characterization to simply refer to keeping LA economically prosperous, its difficult to separate the racial implications when put in this historical context. If you want something reviewed, Contact Me. An unexpected error has occurred with your sign up. Built by Los Angeles Times publisher Harry Chandler as a $21,000 billboard for his upscale Hollywoodland real estate development, the Sign soon took on the role of giant marquee for a city that was constantly announcing its own gala premiere. In most of her few headshots, her smiling lips are closed. Photo via Hollywoodland: Established 1923. The effect was truly spectacular, particularly for pre-Vegas sensibilities. This news caused their stock to fall, which continued when Hastings announced the DVD division was to be rebranded as Qwikster, and sold (which, of course, didnt happen). Cloudflare Ray ID: 7a2d8d74d837ca4c The syndicate, led by Woodruff, knew that all of their grand plans and construction would be for nothing if no one actually bought into their idea. In 1923, few rich landowners came together and got a land which was far enough from Los Angeles but still close enough for easy commuting and birthed the idea of Hollywoodland. Hollywood Sign 1923 A Sign Is Born < Back Hollywood, which by now represented not just a city, but also an industry, a lifestyle and, increasingly, an aspiration, was officially crowned when the "Hollywoodland" sign was erected in 1923. The landmark sales office was also the site when tragedy struck in July 1923. But preservation and ornamentation were goals the developers placed . The 50-ft.-tall lettering, which was lit by thousands of flashing light bulbs, was erected as an advertisement not for the movie-making mecca, but for a housing development called Hollywoodland. The real estate syndicate comprised of General M. H. Sherman (founder of West Hollywood), Harry Chandler (Publisher of the LA Times) and developer Sidney H . Unsurprising in a town in the business of selling dreams, the original Hollywood sign was erected in 1923 to advertise a new housing development in the hills above Los Angeles. Photo via Hollywoodland: Established 1923. TV companies flocked westward and snatched up old studios and lots, and by 1950 more sound stages were producing television than movies.+ Read More, During the 1960s, Hollywood residents departed to the San Fernando Valleyalong with film power centers. The history of the famous sign almost seems to confirm all the crazy reveries that suggests Hollywood is the promised land. Photo via Hollywoodland: Established 1923, Breaking ground on the Hollywood sign. Use of this site constitutes acceptance of our. Warner Bros. took the first big leap into talkies, and then into gutsier, more graphic and realistic sex, gangster and war films. . She packed her bags for Hollywood and moved in with her uncle in the shadow of the Hollywood Sign. According to Adweek, Hollywoodland was actually a subdivision of tract houses and the sign was a billboard for the development. The Biltmore showed up in the 1960s in the Green Book of places welcoming Black travelers. Real estate developer Harry Chandler commissioned the HOLLYWOODLAND sign in 1923 as a temporary advertisement for a luxe development . The letters, 30 feet wide and 45 feet tall were originally lighted by 4000 light bulbs. By 1910, the place was already known as "Hollywood". In eastern cities the fine residential areas change very slowly; in fact in most of the eastern cities, the fine home section has not changed to any great extent in many years. The great Los Angeles architectural historian Robert Winter told me, The river is nothing, but the bridges are sensational.. For instance, a Hollywoodland ad in the Los Angeles Times (June 10, 1923) states that the real estate development launched in late March of that year and that by June, 200 men were employed, 7 miles of road had been cut and 300,000 cubic yards of dirt had been moved. Other people have changed the sign before football games to support the presidency of Ross Perot, a 1992 third-party candidate. Its a billboard on the side of a road that screams with reassurance that whatever youre doing is OK. You are OK. It is a cynical, yet powerful and realistic reminder of the power of advertising--that an eye-catching ad can convince you to ingest poisonous tar that kills you slowly, or even purchase a home in a new neighborhood development, set precariously on the side of a hill. "Display Ad 321 -- no Title." Initially erected as an advertisement for real estate development, it was never intended to stand for more than . Even if you're not from Wisconsin, you can be part of the Sconnie Geek Nation through my coverage! The original Hollywoodland Sign was completed prior to December 8, 1923. To attract attention, though, they decided to put up a gimmickliterallyand the Hollywoodland sign was born. El Cholo, the Spanish Cafe, began dishing up Mexican food and drink for the carriage trade, with margaritas so enticing that an ex-con on the lam supposedly dared to come back to his L.A. haunts to drink just one more. "Display Ad 103 -- no Title." By 1923, nearly 75 years after California became a state, the civic profile of Latinos had been marginalized, melded inaccurately into a single population of Mexicans, as they were officially referred to in the 1930 census. Photo via California State Library (1928). The LAND was hauled down to exorcise the signs commercial origins. Lee by laborers on simple dirt paths. Lee was bare for three months, but a new sign would soon be erected. Web. L.A. in the 1920s was a city flying on booster rockets. In 1924, L.A.s headcount would mark 1 million. But of course, the crown jewel of all the advertising efforts was the HOLLYWOODLAND sign placed on the hillside high above the neighborhood in 1923. Los Angeles, however, is different. However, historic photos from the Bruce Torrence Hollywood Photograph collection, taken just as the Sign was being erected, show workers carrying parts of the Sign that include the original lights in frames or troughs. Bruce Torrence, curator of the photo collection, notes that the shape of the light boxes indicate that these sections were probably part of the letter A and possibly the L.. In 1923, Harry Chandler, a Los Angeles Times publisher, also ran a real estate development company, and this time, they are setting their sights on luxury clients. Yet Los Angeles was some steps ahead of other cities. (ca. Intended to only be temporary, the sign was built at a cost of a little over $23,000 and was made of sheet metal, pipe, wire, and telephone poles. If your child will play baseball or softball this spring, youll need to stock up on appropriate clothing and equipment. In order to build miles of road, as well as the new tracts where houses would be constructed, developers carved the landscape with a combination of mule drawn graders and steam shovels. Jeffrey Powers @geekazine "Display Ad 5 -- no Title." In 1920, the L.A. County population was about 90% white, about 2% Black, with a Japanese population slightly more than that, and about 2,500 Chinese. The "HOLLYWOODLAND"-sign was erected in 1923 and lost the "-LAND"-bit in 1949 during a restoration BELLE EPOQUE to ART DECO. Use of the radio by the Hollywoodland Orchestra, he reported, brought 20,000 letters from all parts of the country. Los Angeles Times (1923-1995), Feb. 10, 1924, p. D2. The third O tumbled down the hill of Mount Lee, where the sign is located, and some people set the bottom of the second L on fire. But it wasnt until the 1970s that Angelenos realized, Holy Holly, that things falling to pieces!, A series of fundraising campaigns finally gave us the sturdy sign we have today. A couple in a convertible overlooking Los Angeles from Mulholland Drive on July 15, 1951. At the end of the day, the Hollywoodland sign was intended to shine as a beacon only for white Angelinos. The Hollywoodland housing development was under construction with its eponymous sign in the background at the time of this photo, circa 1925. The history of the sign is already well-documented, including a suicide from the letter H, removal of the LAND in 1949, years of decay and disrepair, preservation efforts (including a Hugh Hefner-led fundraiser at the Playboy Mansion figuratively selling off letters to the likes of Alice Cooper and Gene Autry), and various pranksters adding their own alterations to the letters (most recently changing it to read Hollyweed in celebration of Californias legalization of marijuana in 2017). You can email the site owner to let them know you were blocked. And do you know what happiness is? In 1949 the Hollywood Chamber of Commerce contracted to repair and rebuild the sign. Protect your family by procuring at todays prices a home place in the Hills of Hollywoodland--secured by fixed and natural restrictions against the inroads of metropolitanism and yet within twenty-five minutes of Seventh & Broadway. Hollywoodland was a huge, lit sign placed as an announcement for a real-estate development that was planned for that area in 1923. By the early 50s, 400 actors, writers, directors and producers were blacklisted, and paranoia prevailed. The original Hollywoodland sign was made up of thirteen letters and cost $21,000. Web. The entrance to Hollywoodland is located at 2700 N. Beachwood Drive in Los Angeles. No doubt aided by having LA Times magnate, Harry Chandler, as part of the syndicate, ads in the LA Times constantly touted the community as the supreme achievement in community building!, the perfect choice when seeking a home place, superb environment without excessive cost, and combining the luxury of metropolitan living with the glorious freedom of the hills., Advertisement via Los Angeles Times (1924). Please attempt to sign up again. The Hollywoodland housing development was under construction with its eponymous sign in the background at the time of this photo, circa 1925. On Jan.1, 1976, Danny Finegood, a former California State University-Northridge student, changed the sign to Hollyweed to celebrate a state law decriminalizing marijuana, and for an art project. Many of these amenities are gone, and the horse stables now run horseback riding tours as the Sunset Ranch Hollywood. The Hollywood Sign, originally the "Hollywoodland" Sign, was first erected in 1923 on Mount Lee to promote an upscale subdivision in the Beachwood Canyon area of Los Angeles. Now decades later, it stands for . Characters in The Boosters are sucked into the gung-ho swirl like people pulled into floodwaters. Web. A showcase for compelling storytelling from the Los Angeles Times. The rise of the film aristocracy meant new restaurants, nightclubs and extravagant movie palaces in Hollywood.+ Read More, Hollywood, which by now represented not just a city, but also an industry, a lifestyle and an aspiration, was crowned when the Hollywoodland sign was erected in 1923. Donated to the city of Los Angeles in 1944, it was in such a state that the city's Recreation and Parks Commission wanted it torn down. It settled into the Temple-Alvarado neighborhood, a working-class part of town unencumbered by racial covenants, and its lanky, athletic 7-year-old son, Tom, would grow up to be L.A.s first Black mayor. El Cholo, the Spanish Caf, began dishing up Mexican food and drink for the carriage trade, with margaritas so enticing that an ex-con on the lam supposedly dared to come back to his L.A. haunts to drink just one more. Newspaper display advertising, he said, is the foundation of all publicity used to bring business., Hollywoodlands extensive use of print advertising is evident throughout the early years of development. L.A.s famous sign after pranksters altered its message in 2017. Web. Hefner held a gala at his mansion and auctioned each letter to celebrity attendees, including musicians Alice Cooper and Gene Autry. Only a few years ago Figueroa Street was the exclusive residential section, then West Adams, then Wilshire Boulevard. The year 1923 saw some notable births, creative inventions and much more. But a review of local newspapers from the era (i.e., The Los Angeles Times, Holly Leaves, Los Angeles Record, Los Angeles Examiner and the Hollywood Daily Citizen) clears up any confusion. The action you just performed triggered the security solution. The sign was created as a marketing tactic for a new housing development that would be called "Hollywoodland", likely named after the California holly growing in the area. The first passing newspaper references to the "electric" sign, which was covered in lights that blinked at night, came in December 1923; the development it advertised broke ground earlier that year. Los Angeles Times (1923-1995), Nov. 4, 1923, p. V4. This was home for the areas native people, the Gabrielinos. Magazines, Digital "OPENING GREAT AREA TO HOMES." ProQuest. In 1922, Southern California was already congratulating itself on its nonstop ribbon-cutting the Hollywood Bowl, the Rose Bowl and the Los Angeles County Fair being the biggest snips. 1923, Thomas Fisk Goff; 1978 refurbished. Originally erected as "Hollywoodland", as an advertisement to lure real estate investors in 1923 has now become a major symbol of Los Angeles that has seen tragedy, many facelifts, and even. Los Angeles Times (1923-1995), Jan. 6, 1924, p. D2. With characteristic resilience, Hollywood soon managed a successful transition to the small screen. All of this material had to be dragged up precipitous Mt. ProQuest. But the erection of the famed Hollywood sign in 1923 marked the start of another. ProQuest. The 50-foot letters were initially intended to spell Hollywoodland, but the ' land ' portion was deleted in 1949. Old barns were turned into sound stages and Hollywoods quiet time was over.+ Read More, By 1915, America was officially film crazed, and Hollywood was shaping into the glamorous landscape weve come to know and love. Originally intended to last just a year and a half, the Sign has endured more than eight decades and is still going strong. And while some sources still cite that the Sign was born in 1924, the correct date is indisputably 1923. Old barns were converted into sound stages and approximately 15 independent studios were shooting various projects in the city. Filmmakers and distributors responded with a series of gimmicks: wider screens, 3-D, Technicolor, stereo sound, even free dishes. Producer and director Hal Roach had in 1922 debuted his Our Gang series of shorts, showing white and Black kids having a ball just being kids together a radical notion at a time when the resurgent KKK was riding high in some Los Angeles communities. b. After her dream didnt come to fruition, the 24-year-old actress took her own life by jumping off the H in 1932. "ACTIVE BUILDING SEEN." Hollywoodland contains many special features and sophisticated homes that attract artists and celebrities, and has served as a filming location for movies and . 16 Dec. 2018. Feel free to call him @ 608-205-4378. The red neon letters spelling Outpost mark the original birthplace of Hollywood as a performers town. In fact, 1923 L.A. was quite a different place for some of the people who lived in it. Up in Echo Park, a widowed Canadian preacher named Aimee Semple McPherson celebrated New Years Day 1923 by opening the doors of her massive new Angelus Temple to thousands of the faithful. Its hard to imagine Hannans sentiment--some of which could easily be said about Los Angeles today--with so much land in and around LA still undeveloped by the early 1920s. There are several actions that could trigger this block including submitting a certain word or phrase, a SQL command or malformed data. They want to talk with you, Jaguars, narcos, illegal loggers: One mans battle to save a jungle and Maya ruins, The chance of a lifetime: Five friends ski the tallest mountain in Los Angeles, An asteroid will just miss us in 2029. Mulholland Hwy. Hollywoodland was no different, and specifically restricted deeds only to Caucasians for over 50 years. There's no precise record of when developers first put the letters, which originally read HOLLYWOODLAND, on the hill. Dates and debates swirl about when the Hollywoodland Real Estate development and the massive electric sign that advertised it actually came into being. Its because Los Angeles delivers the goods. ProQuest. You can also Contact Jeffrey: Tech History Blog & Podcast 365 days a year, July 13, 1923: HollywoodLand Sign is Dedicated, January 30, 2004: Gateway Acquires eMachines, January 29, 2014: Google Sells Motorola Mobility, Ulanzi BG-3 Battery Handle for my Insta360, GoChess, Cooler Master, Paula Abdul Geekazine CES 2023 Shorts, Microsoft is found to violate the Sherman Antitrust Act, Staten Island girl falls into a manhole after IMing on her phone. Back in 1923, developers Woodruff and Shoults envisioned the new neighborhood sitting on the side of the Hollywood Hills - the location of George Cukor's gay pool parties, . Los Angeles Times (1923-1995), Apr. Hollywood used to be just citrus groves and vineyards and not much else before 1900s. Completed in 1923, the Hollywood Sign-which looked like a beacon above the city of Los Angeles-was erected. The sign originally read "Hollywoodland" and cost $21,000 to construct. The 'Hollywoodland' sign is dedicated. A little over a year later in November 1924, Woodruff stated that [a]pproximately $3,000,000 in sales have been consummated since the inauguration of Hollywoodland and homes to the value of another $2,000,000 have been constructed or planned. Though aided by the onslaught of publicity Burrud had generated, the success of Hollywoodland was also completely circumstantial. Not unlike the home styles that were regulated and restricted to that of only European style homes, its residents too were regulated and restricted. However, originally, it was actually constructed as an advertisement for a new housing community built by Los Angeles Times Publisher Harry Chandler in 1923. Within a few months, 120 lots had already been sold at a total price of about $850,000. Driving or walking through the stone gates that still mark the entrance to Hollywoodland, transports you back in time to a small storybook town that seems out of place within the confines of Los Angeles. New home construction in Hollywoodland. Sie knnen Ihre Einstellungen jederzeit ndern, indem Sie auf unseren Websites und Apps auf den Link Datenschutz-Dashboard klicken. He announced that they were splitting Netflix streaming from DVD rentals. The sign originally said, "Hollywoodland," and was erected in. And most importantly, the old Hollywoodland Sales Office that started it all, now the office of Hollywoodland Realty Co., still welcomes new residents from John DeLarios historic building at the communitys entrance. More than two decades later, the last four letters would be dropped . The Hollywood Sign is an American landmark and cultural icon overlooking Hollywood, Los Angeles, California.Originally the Hollywoodland Sign, it is situated on Mount Lee, in the Beachwood Canyon area of the Santa Monica Mountains.Spelling out the word Hollywood in 45-foot-tall (13.7 m) white uppercase letters and 350 feet (106.7 m) long, it was originally created in 1923 as a temporary . The first sign was built on (then unnamed) Mount Lee in 1923 by Los Angeles Times publisher Harry Chandler to advertise his new, upscale housing development called "Hollywoodland." Lee, just above the town of Hollywood. The hero hasnt even set foot here when hes buttonholed on his westward-bound train by an L.A. man delivering a relentless monologue: Want me to tell you why theyre boosters? ProQuest. Photo via Los Angeles Public Library (c. 1923). 16 Dec. 2018. 06, 1926, p. 1. The physicist Millikan turned out to have held racist and misogynistic beliefs. People bought there, people built there, and when the real estate company folded, the sign that was meant to stand for 18 months soldiered on into decrepitude for years. Web. 0 Comments Angelus Temples congregations were integrated. Hollywoodland today is just one of hundreds of neighborhoods scattered across Los Angeles, each with their own character and people. The Hollywood Sign, created in 1923 to promote the new real estate development Hollywoodland, is the most visible representation of an elegant neighborhood now known as Beachwood Canyon. Magazines, Or create a free account to access more articles, See How the Hollywood Sign Has Changed Over Time. Ten years later, part of the Egyptian was restored to its glory. Los Angeles Times (1923-1995), Apr. A history of the Hollywood sign | Logo Design Love A history of the Hollywood sign The sign was built in 1923 as HOLLYWOODLAND as a promotion to sell real estate. You betcha.. and Deronda Dr. . In 1944, ownership of the land the sign sits on was . Although some of the lots will be at high elevation, the engineering problem has been so handled that the boulevards throughout the tract will be carried on easy grades For many years the ranch has lain undeveloped, but the rapid growth of Hollywood and the growing popularity of the foothill area for residential purposes has reached a point where the subdivision of the tract is now deemed advisable by its owners. You can stop in for a cup of coffee at the Beachwood Cafe, say hello to a neighbor, and check the bulletin board outside for a missing cat or neighborhood event. Paraphrasing Electrical Products Corporation President Paul Howse, Hollywoodland not only conceived the largest electrical sign in the world in 1923, but one that now serves as the iconic representation of Hollywood and its film industry while also reigning as Los Angeles' most popular tourist attraction today Share this: Twitter Facebook Email Hollywood, which by now represented not just a city, but also an industry, a lifestyle and, increasingly, an aspiration, was officially coronated when the "Hollywoodland" sign was erected in 1923. 1923 held out other promises, too. Beachwood Market c. 1960s. Finegood changed the sign three more times to read: Holywood to celebrate Easter, Ollywood to protest Oliver Norths Iran-Contra testimony and Oil War to protest the Persian Gulf War. 10:10 AM on Jul 13, 2012 CDT. The neighborhood of Hollywoodland began in 1923 when two developers purchased 500 acres of land nestled at the foot of Mt. By June 1923, only ten weeks after the opening, $250,000 had already been spent on improvements (approximately $3.7m in 2019 dollars), 300,000 cubic yards of land had been moved, and seven miles of road had been built. The year 1923 amounted to a civic "Big Bang," a pinpoint event whose reverberations reach us today. The 45-foot, illuminated billboard was intended to last only 18 months. With that, the price would be doubled $8 for 2 DVD rental plan and $8 for streaming. At Cal Tech, physicist Robert Millikan brought home the first of Southern Californias dozens of Nobel Prizes for his work on the elementary charge of electricity and on the photoelectric effect. The prize, and his quarter-century leadership of Caltech, laid down a marker for the muscular science and tech place that this region would become. It was supposed to be a suburban, at least at the time, housing development called 'Hollywoodland.' Web. 26 Nov. 2018. Photo via Hollywoodland: Established 1923. "REALTY MEN IN PRAISE TO ADVERTISING." It is arguably the most famous sign in the world. Hotel Dunbar, Club Alabam, South Central, Central Avenue, Central Avenue Jazz Corridor, jazz, Hotel Somerville, jazz club, Green Book, black history, Hollywood, motel, Hollywood Center Motel, LA Confidential, noir, murder, Billionaire Boys Club, Hugh Hefner-led fundraiser at the Playboy Mansion. On July 13, 1923, a sign consisting of 50-foot-tall letters spelling out "HOLLYWOODLAND" was dedicated in the Hollywood Hills to promote a subdivision. Beachwood Market. Original Sherman Hollywoodland Tract era 1923 overlaid on the 2014 City of Los Angeles's Map and Guide to Griffith Park 26 Nov. 2018. The concert was held simultaneously inWembley StadiuminLondon, England, United Kingdom andJohn F. Kennedy StadiuminPhiladelphia, Pennsylvania, United States. Not until 1980 was Spanish origin a separate census category, so 1920 numbers did not reflect how many Latinos lived here. Wenn Sie Ihre Auswahl anpassen mchten, klicken Sie auf Datenschutzeinstellungen verwalten. At its inception, Hollywoodland offered its residents several amenities including the Hollywoodland bus--an 8-passenger Model A Ford that ferried residents from their homes to the stone gate entrance--as well as two tennis courts, a putting green, and horse stables where stable hands once delivered horses directly to residents doors. Web. Emboldened by her Broadway success, the ambitious young actress sether sights on the silver screen. In 1924, among the thousands of Black Americans moving west was a Texas sharecropper family named Bradley. ProQuest. 8 Oct. 2018. The Hollywoodland sign remained in place throughout the great depression and World War II, but by the end of the 1940s had fallen into disrepair. Yet this is exactly what made Hollywoodland attractive to buyers: it was sold as a refuge. Ever been on a plane flying into L.A. and seen that rush of foreign tourists unbuckling themselves in spite of the fasten seat belts sign to scuttle across the aisle for a look at the Hollywood sign? 24 Sep. 2018. Some among the others: The Disney Brothers Cartoon Studio in East Hollywood set up shop, the nucleus of an aesthetic, a technique, an insanely rich international empire of imagination.

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