The Growth of an Industry
This chapter examines the second decade of cinema, which runs approximately from 1905 to the start of World War I in 1914. This period sees the establishment of an industrial organisation for film, both in Europe and the USA. The development of the industry involves two key concepts in film studies: vertical and horizontal integration. Essentially, as the industry developed and firms grew larger, they attempted to exert ever greater control on the market. The key was exhibition, which is where the actual money from admissions was made. Both France and the USA are interesting models for study in this development, and each has distinctive features. The study should include as many of the key factors that enabled this growth in monopoly. These include the development of the dedicated film theatre, the introduction of a rental system, and the developments in programming and film form. Also, there is the rich area of stardom as this period sees the establishment of the film centre Hollywood.