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The untold history of the Hollywood sign’s mysterious white dot
Hollywood’s iconic landmark and its hidden history
The Hollywood sign, an indelible symbol of the entertainment industry, has a rich history that many fans may not fully know. Erected in December 1923, it originally spelled out “HOLLYWOODLAND,” serving as a clever marketing gimmick to sell plots of land in a then-sparsely populated area of the Hollywood Hills. However, few are aware that this famous sign once included an additional, enigmatic feature: a giant white dot.
The appearance of the white dot
In late 1924, a 35-foot diameter white circle appeared beneath the Hollywoodland sign. Unlike the sign itself, which was dazzlingly illuminated by 3,700 10-watt light bulbs — flashing “HOLLY,” “WOOD,” and “LAND” in succession — the dot remained unlit. The origins and purpose of this white dot have been the subject of speculation over the years.
Speculations and the real story
One popular theory suggests the dot was meant to draw more attention to the sign, yet it’s difficult to believe that the towering 540-foot-wide and 45-foot-high sign needed an additional eye-catcher. The real story behind the white dot is more complex and laden with racial undertones.
The slogan with racial undertones
The late 1920s saw the emergence of a slogan tied to this mysterious dot: “Keep the White Spot White.” During this period, the U.S. Chamber of Commerce released a map categorizing regions based on economic conditions. Areas covered in black were considered poor, while those in white were deemed prosperous. Los Angeles was the only place identified as a “White Spot” of prosperity. This led Harry Chandler, a prominent publisher, to coin the term “White Spot of America,” promoting L.A. as an oasis for thriving businesses, free from crime and corruption.
The slogan caught on, evolving into “Keep the White Spot White.” This phrase became the official slogan of the newly-formed Greater Los Angeles Association (GALA) in 1924, comprising influential businessmen including railway tycoon Eli P. Clark and Hollywoodland manager Sydney H. Woodruff.
GALA’s strategic campaigns
The GALA group implemented several marketing strategies to propagate their motto. In April 1924, 3,000 Boy Scouts were tasked with placing “Keep the White Spot White” stickers on every vehicle in the city. Later, that year, Hollywoodland contributed by adding the giant white dot to the hillside beneath the now-iconic sign. The cost of this addition was $936.16 (approximately $17,260 today).
The fate of the sign and the dot
By April 1949, the Recreation and Park Commission had ruled to preserve the sign as a landmark for the Hollywood district, albeit removing the commercial “LAND” portion. This led to the Hollywood Chamber of Commerce restoring the sign, which had deteriorated significantly, resulting in a partial “OLLYWOODLAND.” The fate of the white dot remains ambiguous, but photographic evidence suggests it lasted into the 1930s.
Was the white dot racist?
The racial implications of the white dot and the slogan are evident. GALA was an all-white association, with many members belonging to exclusive social clubs, and Hollywoodland had racially exclusive real-estate policies. However, a deeper dive into the era reveals that the slogan “Keep the White Spot White” wasn’t universally perceived as racist. Some minority groups reportedly embraced the phrase, with Black journalists celebrating Central Avenue’s Jazz Corridor as the “Dark White Spot” of the city.
The term “White Spot” fades away
By the mid-1940s, the term “White Spot” to refer to Los Angeles had fallen out of use, leaving behind a complex legacy tied to a seemingly simple white dot. The history of Hollywood’s iconic sign and its lesser-known elements invite us to reflect on how even marketing campaigns can hold deep cultural and social implications.
As we dig into the layers of Hollywood’s storied past, we find that what seemed like a mere advertising gimmick almost a century ago can today offer us profound insights into the social dynamics of the time. The enigmatic white dot beneath the Hollywood sign stands as a stark reminder of the intricate web of history, culture, and race in one of America’s most famous cities.
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