The Beginnings: Motion Picture Technology of the Late 19th Century

While the experience of watching movies on smartphones may seem like a drastic departure from the communal nature of film viewing as we think of it today, in some ways the small-format, single-viewer display is a return to film’s early roots. In 1891, the inventor Thomas Edison, together with William Dickson, a young laboratory assistant, came out with what they called the kinetoscope, a device that would become the predecessor to the motion picture projector. The kinetoscope was a cabinet with a window through which individual viewers could experience the illusion of a moving image (Gale Virtual Reference Library) (British Movie Classics). A perforated celluloid film strip with a sequence of images on it was rapidly spooled between a light bulb and a lens, creating the illusion of motion (Britannica). The images viewers could see in the kinetoscope captured events and performances that had been staged at Edison’s film studio in East Orange, New Jersey, especially for the Edison kinetograph (the camera that produced kinetoscope film sequences): circus performances, dancing women, cockfights, boxing matches, and even a tooth extraction by a dentist (Robinson, 1994).

As the kinetoscope gained popularity, the Edison Company began installing machines in hotel lobbies, amusement parks, and penny arcades, and soon kinetoscope parlors—where customers could pay around 25 cents for admission to a bank of machines—had opened around the country. However, when friends and collaborators suggested that Edison find a way to project his kinetoscope images for audience viewing, he apparently refused, claiming that such an invention would be a less profitable venture (Britannica).

Because Edison hadn’t secured an international patent for his invention, variations of the kinetoscope were soon being copied and distributed throughout Europe. This new form of entertainment was an instant success, and a number of mechanics and inventors, seeing an opportunity, began toying with methods of projecting the moving images onto a larger screen. However, it was the invention of two brothers, Auguste and Louis Lumière—photographic goods manufacturers in Lyon, France—that saw the most commercial success. In 1895, the brothers patented the cinématographe (from which we get the term cinema), a lightweight film projector that also functioned as a camera and printer. Unlike the Edison kinetograph, the cinématographe was lightweight enough for easy outdoor filming, and over the years the brothers used the camera to take well over 1,000 short films, most of which depicted scenes from everyday life. In December 1895, in the basement lounge of the Grand Café, Rue des Capucines in Paris, the Lumières held the world’s first ever commercial film screening, a sequence of about 10 short scenes, including the brother’s first film, Workers Leaving the Lumière Factory, a segment lasting less than a minute and depicting workers leaving the family’s photographic instrument factory at the end of the day, as shown in the still frame here in Figure 8.3 (Encyclopedia of the Age of Industry and Empire).

Believing that audiences would get bored watching scenes that they could just as easily observe on a casual walk around the city, Louis Lumière claimed that the cinema was “an invention without a future (Menand, 2005),” but a demand for motion pictures grew at such a rapid rate that soon representatives of the Lumière company were traveling throughout Europe and the world, showing half-hour screenings of the company’s films. While cinema initially competed with other popular forms of entertainment—circuses, vaudeville acts, theater troupes, magic shows, and many others—eventually it would supplant these various entertainments as the main commercial attraction (Menand, 2005). Within a year of the Lumières’ first commercial screening, competing film companies were offering moving-picture acts in music halls and vaudeville theaters across Great Britain. In the United States, the Edison Company, having purchased the rights to an improved projector that they called the Vitascope, held their first film screening in April 1896 at Koster and Bial’s Music Hall in Herald Square, New York City.

Film’s profound impact on its earliest viewers is difficult to imagine today, inundated as many are by video images. However, the sheer volume of reports about the early audience’s disbelief, delight, and even fear at what they were seeing suggests that viewing a film was an overwhelming experience for many. Spectators gasped at the realistic details in films such as Robert Paul’s Rough Sea at Dover, and at times people panicked and tried to flee the theater during films in which trains or moving carriages sped toward the audience (Robinson). Even the public’s perception of film as a medium was considerably different from the contemporary understanding; the moving image was an improvement upon the photograph—a medium with which viewers were already familiar—and this is perhaps why the earliest films documented events in brief segments but didn’t tell stories. During this “novelty period” of cinema, audiences were more interested by the phenomenon of the film projector itself, so vaudeville halls advertised the kind of projector they were using (for example “The Vitascope—Edison’s Latest Marvel”) (Balcanasu, et. al.), rather than the names of the films (Britannica Online).

By the close of the 19th century, as public excitement over the moving picture’s novelty gradually wore off, filmmakers were also beginning to experiment with film’s possibilities as a medium in itself (not simply, as it had been regarded up until then, as a tool for documentation, analogous to the camera or the phonograph). Technical innovations allowed filmmakers like Parisian cinema owner Georges Méliès to experiment with special effects that produced seemingly magical transformations on screen: flowers turned into women, people disappeared with puffs of smoke, a man appeared where a woman had just been standing, and other similar tricks (Robinson).

Not only did Méliès, a former magician, invent the “trick film,” which producers in England and the United States began to imitate, but he was also the one to transform cinema into the narrative medium it is today. Whereas before, filmmakers had only ever created single-shot films that lasted a minute or less, Méliès began joining these short films together to create stories. His 30-scene Trip to the Moon (1902), a film based on a Jules Verne novel, may have been the most widely seen production in cinema’s first decade (Robinson). However, Méliès never developed his technique beyond treating the narrative film as a staged theatrical performance; his camera, representing the vantage point of an audience facing a stage, never moved during the filming of a scene. In 1912, Méliès released his last commercially successful production, The Conquest of the Pole, and from then on, he lost audiences to filmmakers who were experimenting with more sophisticated techniques (Encyclopedia of Communication and Information).

The Nickelodeon Craze (1904–1908)

One of these innovative filmmakers was Edwin S. Porter, a projectionist and engineer for the Edison Company. Porter’s 12-minute film, The Great Train Robbery (1903), broke with the stagelike compositions of Méliès-style films through its use of editing, camera pans, rear projections, and diagonally composed shots that produced a continuity of action. Not only did The Great Train Robbery establish the realistic narrative as a standard in cinema, it was also the first major box-office hit. Its success paved the way for the growth of the film industry, as investors, recognizing the motion picture’s great moneymaking potential, began opening the first permanent film theaters around the country.

Known as nickelodeons because of their 5 cent admission charge, these early motion picture theaters, often housed in converted storefronts, were especially popular among the working class of the time, who couldn’t afford live theater. Between 1904 and 1908, around 9,000 nickelodeons appeared in the United States. It was the nickelodeon’s popularity that established film as a mass entertainment medium (Dictionary of American History).

The “Biz”: The Motion Picture Industry Emerges

As the demand for motion pictures grew, production companies were created to meet it. At the peak of nickelodeon popularity in 1910 (Britannica Online), there were 20 or so major motion picture companies in the United States. However, heated disputes often broke out among these companies over patent rights and industry control, leading even the most powerful among them to fear fragmentation that would loosen their hold on the market (Fielding, 1967). Because of these concerns, the 10 leading companies—including Edison, Biograph, Vitagraph, and others—formed the Motion Picture Patents Company (MPPC) in 1908. The MPPC was a trade group that pooled the most significant motion picture patents and established an exclusive contract between these companies and the Eastman Kodak Company as a supplier of film stock. Also known as the Trust, the MPPC’s goal was to standardize the industry and shut out competition through monopolistic control. Under the Trust’s licensing system, only certain licensed companies could participate in the exchange, distribution, and production of film at different levels of the industry—a shut-out tactic that eventually backfired, leading the excluded, independent distributors to organize in opposition to the Trust (Britannica Online).

Silent Film’s Demise

In 1925, Warner Bros. was just a small Hollywood studio looking for opportunities to expand. When representatives from Western Electric offered to sell the studio the rights to a new technology they called Vitaphone, a sound-on-disc system that had failed to capture the interest of any of the industry giants, Warner Bros. executives took a chance, predicting that the novelty of talking films might be a way to make a quick, short-term profit. Little did they anticipate that their gamble would not only establish them as a major Hollywood presence but also change the industry forever.

The pairing of sound with motion pictures was nothing new in itself. Edison, after all, had commissioned the kinetoscope to create a visual accompaniment to the phonograph, and many early theaters had orchestra pits to provide musical accompaniment to their films. Even the smaller picture houses with lower budgets almost always had an organ or piano. When Warner Bros. purchased Vitaphone technology, it planned to use it to provide prerecorded orchestral accompaniment for its films, thereby increasing their marketability to the smaller theaters that didn’t have their own orchestra pits (Gochenour, 2000). In 1926, Warner debuted the system with the release of Don Juan, a costume drama accompanied by a recording of the New York Philharmonic Orchestra; the public responded enthusiastically (Motion Pictures). By 1927, after a $3 million campaign, Warner Bros. had wired more than 150 theaters in the United States, and it released its second sound film, The Jazz Singer, in which the actor Al Jolson improvised a few lines of synchronized dialogue and sang six songs. The film was a major breakthrough. Audiences, hearing an actor speak on screen for the first time, were enchanted (Gochenour). While radio, a new and popular entertainment, had been drawing audiences away from the picture houses for some time, with the birth of the “talkie,” or talking film, audiences once again returned to the cinema in large numbers, lured by the promise of seeing and hearing their idols perform (Higham, 1973). By 1929, three-fourths of Hollywood films had some form of sound accompaniment, and by 1930, the silent film was a thing of the past (Gochenour).

“I Don’t Think We’re in Kansas Anymore”: Film Goes Technicolor

Although the techniques of tinting and hand painting had been available methods for adding color to films for some time (Georges Méliès, for instance, employed a crew to hand-paint many of his films), neither method ever caught on. The hand-painting technique became impractical with the advent of mass-produced film, and the tinting process, which filmmakers discovered would create an interference with the transmission of sound in films, was abandoned with the rise of the talkie. However, in 1922, Herbert Kalmus’s Technicolor company introduced a dye-transfer technique that allowed it to produce a full-length film, The Toll of the Sea, in two primary colors (Gale Virtual Reference Library). However, because only two colors were used, the appearance of The Toll of the Sea (1922), The Ten Commandments (1923), and other early Technicolor films was not very lifelike. By 1932, Technicolor had designed a three-color system with more realistic results, and for the next 25 years, all color films were produced with this improved system. Disney’s Three Little Pigs (1933) and Snow White and the Seven Dwarves (1936) and films with live actors, like MGM’s The Wizard of Oz (1939) and Gone With the Wind (1939), experienced early success using Technicolor’s three-color method.

Despite the success of certain color films in the 1930s, Hollywood, like the rest of the United States, was feeling the impact of the Great Depression, and the expenses of special cameras, crews, and Technicolor lab processing made color films impractical for studios trying to cut costs. Therefore, it wasn’t until the end of the 1940s that Technicolor would largely displace the black-and-white film (Motion Pictures in Color).

Rise and Fall of the Hollywood Studio

The spike in theater attendance that followed the introduction of talking films changed the economic structure of the motion picture industry, bringing about some of the largest mergers in industry history. By 1930, eight studios produced 95 percent of all American films, and they continued to experience growth even during the Depression. The five most influential of these studios—Warner Bros., Metro-Goldwyn-Mayer, RKO, 20th Century Fox, and Paramount—were vertically integrated; that is, they controlled every part of the system as it related to their films, from the production to release, distribution, and even viewing. Because they owned theater chains worldwide, these studios controlled which movies exhibitors ran, and because they “owned” a stock of directors, actors, writers, and technical assistants by contract, each studio produced films of a particular character.

The late 1930s and early 1940s are sometimes known as the “Golden Age” of cinema, a time of unparalleled success for the movie industry; by 1939, film was the 11th-largest industry in the United States, and during World War II, when the U.S. economy was once again flourishing, two-thirds of Americans were attending the theater at least once a week (Britannica Online). Some of the most acclaimed movies in history were released during this period, including Citizen Kane and The Grapes of Wrath. However, postwar inflation, a temporary loss of key foreign markets, the advent of the television, and other factors combined to bring that rapid growth to an end. In 1948, the case of the United States v. Paramount Pictures—mandating competition and forcing the studios to relinquish control over theater chains—dealt the final devastating blow from which the studio system would never recover. Control of the major studios reverted to Wall Street, where the studios were eventually absorbed by multinational corporations, and the powerful studio heads lost the influence they had held for nearly 30 years (Baers, 2000).

Post–World War II: Television Presents a Threat

While economic factors and antitrust legislation played key roles in the decline of the studio system, perhaps the most important factor in that decline was the advent of the television. Given the opportunity to watch “movies” from the comfort of their own homes, the millions of Americans who owned a television by the early 1950s were attending the cinema far less regularly than they had only several years earlier (Motion Pictures). In an attempt to win back diminishing audiences, studios did their best to exploit the greatest advantages film held over television. For one thing, television broadcasting in the 1950s was all in black and white, whereas the film industry had the advantage of color. While producing a color film was still an expensive undertaking in the late 1940s, a couple of changes occurred in the industry in the early 1950s to make color not only more affordable, but more realistic in its appearance. In 1950, as the result of antitrust legislation, Technicolor lost its monopoly on the color film industry, allowing other providers to offer more competitive pricing on filming and processing services. At the same time, Kodak came out with a multilayer film stock that made it possible to use more affordable cameras and to produce a higher quality image. Kodak’s Eastmancolor option was an integral component in converting the industry to color. In the late 1940s, only 12 percent of features were in color; however, by 1954 (after the release of Kodak Eastmancolor) more than 50 percent of movies were in color (Britannica Online).

Another clear advantage on which filmmakers tried to capitalize was the sheer size of the cinema experience. With the release of the epic biblical film The Robe in 1953, 20th Century Fox introduced the method that would soon be adopted by nearly every studio in Hollywood: a technology that allowed filmmakers to squeeze a wide-angle image onto conventional 35-mm film stock, thereby increasing the aspect ratio (the ratio of a screen’s width to its height) of their images. This wide-screen format increased the immersive quality of the theater experience. Nonetheless, even with these advancements, movie attendance never again reached the record numbers it experienced in 1946, at the peak of the Golden Age of Hollywood (Britannica Online).

Down With the Establishment: Youth Culture of the 1960s and 1970s

Movies of the late 1960s began attracting a younger demographic, as a growing number of young people were drawn in by films like Sam Peckinpah’s The Wild Bunch (1969), Stanley Kubrick’s 2001: A Space Odyssey (1968), Arthur Penn’s Bonnie and Clyde (1967), and Dennis Hopper’s Easy Rider (1969)—all revolutionary in their genres—that displayed a sentiment of unrest toward conventional social orders and included some of the earliest instances of realistic and brutal violence in film. These four films in particular grossed so much money at the box offices that producers began churning out low-budget copycats to draw in a new, profitable market (Motion Pictures). While this led to a rise in youth-culture films, few of them saw great success. However, the new liberal attitudes toward depictions of sex and violence in these films represented a sea of change in the movie industry that manifested in many movies of the 1970s, including Francis Ford Coppola’s The Godfather (1972), William Friedkin’s The Exorcist (1973), and Steven Spielberg’s Jaws (1975), all three of which saw great financial success (Britannica Online; Belton, 1994).

Blockbusters, Knockoffs, and Sequels

In the 1970s, with the rise of work by Coppola, Spielberg, George Lucas, Martin Scorsese, and others, a new breed of director emerged. These directors were young and film-school educated, and they contributed a sense of professionalism, sophistication, and technical mastery to their work, leading to a wave of blockbuster productions, including Close Encounters of the Third Kind (1977), Star Wars (1977), Raiders of the Lost Ark (1981), and E.T.: The Extra-Terrestrial (1982). The computer-generated special effects that were available at this time also contributed to the success of a number of large-budget productions. In response to these and several earlier blockbusters, movie production and marketing techniques also began to shift, with studios investing more money in fewer films in the hopes of producing more big successes. For the first time, the hefty sums producers and distributers invested didn’t go to production costs alone; distributers were discovering the benefits of TV and radio advertising and finding that doubling their advertising costs could increase profits as much as three or four times over. With the opening of Jaws, one of the five top-grossing films of the decade (and the highest grossing film of all time until the release of Star Wars in 1977), Hollywood embraced the wide-release method of movie distribution, abandoning the release methods of earlier decades, in which a film would debut in only a handful of select theaters in major cities before it became gradually available to mass audiences. Jaws was released in 600 theaters simultaneously, and the big-budget films that followed came out in anywhere from 800 to 2,000 theaters nationwide on their opening weekends (Belton; Hanson & Garcia-Myers, 2000).

The major Hollywood studios of the late 1970s and early 1980s, now run by international corporations, tended to favor the conservative gamble of the tried and true, and as a result, the period saw an unprecedented number of high-budget sequels—as in the Star Wars, Indiana Jones, and Godfather films—as well as imitations and adaptations of earlier successful material, such as the plethora of “slasher” films that followed the success of the 1979 thriller Halloween. Additionally, corporations sought revenue sources beyond the movie theater, looking to the video and cable releases of their films. Introduced in 1975, the VCR became nearly ubiquitous in American homes by 1998 with 88.9 million households owning the appliance (Rosen & Meier, 2000). Cable television’s growth was slower, but ownership of VCRs gave people a new reason to subscribe, and cable subsequently expanded as well (Rogers). And the newly introduced concept of film-based merchandise (toys, games, books, etc.) allowed companies to increase profits even more.

The 1990s and Beyond

The 1990s saw the rise of two divergent strands of cinema: the technically spectacular blockbuster with special, computer-generated effects and the independent, low-budget film. The capabilities of special effects were enhanced when studios began manipulating film digitally. Early examples of this technology can be seen in Terminator 2: Judgment Day (1991) and Jurassic Park (1993). Films with an epic scope—Independence Day (1996), Titanic (1997), and The Matrix (1999)—also employed a range of computer-animation techniques and special effects to wow audiences and to draw more viewers to the big screen. Toy Story (1995), the first fully computer-animated film, and those that came after it, such as Antz (1998), A Bug’s Life (1998), and Toy Story 2 (1999), displayed the improved capabilities of computer-generated animation (Sedman, 2000). At the same time, independent directors and producers, such as the Coen brothers and Spike Jonze, experienced an increased popularity, often for lower-budget films that audiences were more likely to watch on video at home (Britannica Online). A prime example of this is the 1996 Academy Awards program, when independent films dominated the Best Picture category. Only one movie from a big film studio was nominated—Jerry Maguire—while the rest were independent films. The growth of both independent movies and special-effects-laden blockbusters continues to the present day. You will read more about current issues and trends and the future of the movie industry later on in this chapter.