Em 1928, os comerciantes de Hollywood transformaram um trecho de uma milha de Hollywood Boulevard entre Vine e La Brea em direção a Santa Claus Lane para impulsionar as compras. Parte da promoção foi um desfile diário com Papai Noel e uma estrela de cinema.
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| Mary Pickford turns Hollywood Blvd into Santa Claus Lane ca. 1928. |
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| Daytime view of the fir trees along Santa Claus Lane in 1928. (California Historical Society Collection, USC Libraries) |
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| In 1928, the first year Hollywood merchants organized Santa Claus Lane, live fir trees were transplanted from Big Bear. (California Historical Society Collection, USC Libraries) |
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| Another view of Hollywood Boulevard as Santa Claus Lane in 1928. (California Historical Society Collection, USC Libraries) |
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| Conical, metallic toy trees followed the wreaths on Hollywood’s Santa Claus Lane. (Photo Collection, Los Angeles Public Library) |
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