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An area of the city of Los Angeles famous primarily for its association with the film industry, Hollywood was originally a small independent agricultural community. It merged with Los Angeles in 1910 in order to obtain an adequate water supply. At approximately the same time, the film industry began to locate in the region, seeking to take advantage of natural sunlight that allowed year-round filming and a diverse southern California landscape that provided cheap scenery. In 1914, the director Cecil B. DeMille decided to locate his studio in Hollywood permanently, and other companies followed. By the 1920s, Hollywood had beaten out rivals such as Culver City and Burbank as the place most associated with the film industry, although in fact movie lots were scattered throughout the Los Angeles area. The growing power and romance of film made Hollywood a cultural icon and a major tourist attraction. In the 1950s and 1960s, Hollywood also began to attract television studios and record companies. While still home to many entertainment-related companies and remaining a popular destination for starstruck visitors, the area's actual role in film production began to lag in the 1970s. Soaring production and living costs in Los Angeles led many companies to seek opportunities elsewhere, and Hollywood itself struggled with problems associated with urban blight.