Abundant expression of herpes simplex virus type 1 glycoprotein gC (gCl) in transfected mammalian cells has not previously been achieved, possibly because gCl protein is toxic to cells. To approach this problem, the gCl coding sequence was placed under the control of the weak but inducible glucocorticoid-responsive promoter from the mouse mammary tumor virus (MMTV) long terminal repeat (LTR). As controls to evaluate for gCl cytotoxicity, the MMTV LTR promoter was used to express glycoprotein gDl, and a strong, constitutive promoter from the Moloney murine sarcoma virus LTR was used to express gCl. L cells were transfected with these constructs, and a clone expressing gCl from the inducible MMTV LTR promoter was analyzed. In the absence of glucocorticoid (dexamethasone) stimulation, only a low level of gCl mRNA expression was detected; after overnight stimulation with dexamethasone, transcription increased approximately 200-fold. Abundant gCl protein that was functionally active in that it bound complement component C3b, was produced. From passages 5 through 26 (70 cell population doublings), the gCl-producing clone became less responsive to overnight dexamethasone stimulation. The block to gCl expression occurred at the level of transcription and was associated with hypermethylation of the MMTV LTR DNA. Treatment of the clone with 5-aza-2'-deoxycytidine partially reversed the block in gCl protein production. Late-passage cells assumed a gCl-negative phenotype that appeared to offer a selective growth advantage, which suggested that gC1 was cytotoxic. Several findings support this view: (i) some cells expressing gC1 after overnight stimulation with dexamethasone assumed bizarre, syncytial shapes; (ii) continuous stimulation with dexamethasone for 5 weeks resulted in death of most cells; (iii) cells transfected with gCl under the control of the strong Moloney murine sarcoma virus promoter assumed bizarre shapes, and stable gCl-expressing clones could not be established; and (iv) cells induced to express gDl retained a normal appearance after overnight stimulation or 15 weeks of continuous stimulation with dexamethasone. The inducible MMTV LTR promoter is useful for expressing gCl and may have applications for expressing other cytotoxic proteins.