Why Larry Flynt's Name Was Replaced on Hustler's Headquarters

 Chris Godley

This story first appeared in the May 2 issue of The Hollywood Reporter magazine.

"Flynt Publications" has proudly been scrawled across the top of the oval-shaped bronze modernist 10-story office building at the southeast corner of Wilshire and La Cienega boulevards since Larry Flynt bought it for $19 million two decades ago. But as a condition of its $89 million sale in May, THR has learned the Hustler honcho recently had to change the heading to "LFP" because the buyer, real estate investment trust Douglas Emmett, felt the existing name was a hindrance to luring other tenants.

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Says Stuart McElhinney, vp investor relations at Douglas Emmett, "The new signage reflects the new ownership and new multitenant nature of the building."

A Flynt rep declined to comment.

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