With letters 50 feet tall, Hollywood's trademark sign can be spotted from miles away. The icon, which originally read "Hollywoodland," was erected in the Hollywood Hills in 1923 to promote a real-estate development. In 1949 the "land" portion of the sign was taken down. By 1973 the sign had earned landmark status, but since the letters were made of wood, its longevity came into question. A makeover project was launched and the letters were auctioned off (rocker Alice Cooper bought the "o" and singing cowboy Gene Autry sponsored an "l") to make way for a new sign made of sheet metal. Inevitably, the sign has drawn pranksters who have altered it over the years, albeit temporarily, to spell out "Hollyweed" (in the 1970s, to push for more lenient marijuana laws), "Go Navy" (before a Rose Bowl game), and "Perotwood" (during businessman Ross Perot's 1992 presidential bid). A fence and surveillance equipment have since been installed to deter intruders. Use caution if driving up to the sign on residential streets, because many cars speed around the blind corners.