as part of the film's promotion, the hollywood sign was altered to include a 75-foot-tall cutout of holli would. the alteration angered local residents. in a letter to the city's recreation and park board, commission officials wrote that they were "appalled" by the board's approval of the alterations and that "the action your board has taken is offensive to los angeles women and is not within your role as custodian and guardian of the hollywood sign. the fact that paramount pictures donated a mere $27,000 to rebuild l.a. should not be a passport to exploit women in los angeles." protestors picketed the unveiling of the altered sign. the promotional campaign was focused on the sex appeal of holli. it was considered by some experts as misaimed, with paramount's marketing president barry london saying ""cool world" unfortunately did not seem to satisfy the younger audience it was aimed at," and designer milton knight recalling that "audiences actually wanted a wilder, raunchier "cool world". the premiere audience i saw it with certainly did."