 All right. Who owns this sign, Joe? Well, the Hollywood Chamber of Commerce, and they also run the Hollywood Walk of Fame. Now, they have trademark rights over the sign's image. You have to pay a licensing fee for any kind of commercial use. They don't always charge, though. When the Pope came to town, they changed it to Hollywood. In 1983, it said, Go Navy, with full permission for the Army-Navy game. Usually, that's on the East Coast, but it was West Coast that year. When did it become iconic, would you say?