The Coca-Cola company saw a huge rise in sales (and profits) when movie theaters started putting in concession stands around the mid-1930s. Until then, not many of them did. Sid Grauman (of Grauman’s Chinese theater fame) refused to install any stands. So, to capitalize on this popularity, the Coca-Cola company installed a huge neon sign on Hollywood Boulevard in the shape of the United States. The sign alternately read: “Drink Coca-Cola . . . The drink that refreshes . . . All roads lead to Hollywood . . .” For anyone walking along Hollywood Blvd to see this sign, it certainly was true.