It was around 1910 that the actors in American films, who up to this point had been anonymous, began to receive screen credit, and the way to the creation of film stars was opened. The appearance of films longer than one reel also helped this process. Such films were extremely rare, and almost entirely restricted to film versions of the life of Christ, which had reached three reels in length in the first few years of cinema. They were always shown as a special event in special venues, and supported by live commentary and music. A unique addition to this style of presentation was The Story of the Kelly Gang, made in Australia in 1906. This was a four-reel version of the career of this famous (in Australia) outlaw, and was incomprehensible without explanation. More multi-reel films were made in Europe than in the United States after 1906, because the MPPC insisted on working on the basis of one-reel films up until 1912. However, before this, some MPPC members got around this restriction by occasionally making longer stories in separate parts, and releasing them in successive weeks, starting with Vitagraph's The Life of Moses in five parts (and five reels) at the end 1909. In other countries this film was shown straight through as one picture, and it inspired the creation of other multi-reel films in Europe.
Pathé-Frères set up a new subsidiary company in the United States called Eclectic in 1913, and in 1914 this began production of features at the Pathé plant in New Jersey. The French Éclair company was already making films in the United States, and their production of features increased with the transfer of more film-makers when the French industry was shut down at the beginning of World War I.
Up to 1913, most American film production was still carried out around New York, but because of the monopoly of Thomas Edison's film patents, many filmmakers had moved to Southern California, hoping to escape the litany of lawsuits that the Edison Company had been bringing to protect its monopoly. Once there in Southern California, the film industry grew continuously.
The move to filming in California had begun when Selig, one of the MPPC companies, sent a production unit there in 1909. Other companies, both independents and members of the MPPC, then sent units to work there in the summer to take advantage of the sunshine and scenery. The latter was important for the production of Westerns, which now formed a major American film genre. The first cowboy star was G.M. Anderson (“Broncho Billy”), directing his own Western dramas for Essanay, but in 1911 Tom Mix brought the kind of costumes and stunt action used in live Wild West shows to Selig film productions, and became the biggest cowboy star for the next two decades.
Most of the major companies made films in all the genres, but some had a special interest in certain kinds of films. Once Selig had taken up production in California, they used the (fairly) wild animals from the zoo that Colonel Selig had set up there in a series of exotic adventures, with the actors being menaced or saved by the animals. Essanay specialized in Westerns featuring “Broncho Billy” Anderson, and Kalem sent Sidney Olcott off with a film crew and a troupe of actors to various places in America and abroad to make film stories in the actual places they were supposed to have happened. Kalem also pioneered the female action heroine from 1912, with Ruth Rolandplaying starring roles in their Westerns.
Minor curiosities were some of the films of Solax directed by Herbert Blaché and his wife Alice Guy. They left American branch of the Gaumont company in 1912 to set up their own independent company. The distinguishing feature of some of their films was a deliberate attempt to use resolutely theatrical-type light comedy playing that was directed towards the audience. This went against the trend towards filmic restraint already visible in what were called “polite” comedies from other film companies.
In France, Pathé retained its dominant position, followed still by Gaumont, and then other new companies that appeared to cater to the film boom. A film company with a different approach was Film d’Art. This was set up at the beginning of 1908 to make films of a serious artistic nature. Their declared programme was to make films using only the best dramatists, artists and actors. The first of these was L’Assassinat du Duc de Guise (The Assassination of the Duc de Guise), a historical subject set in the court ofHenri III. This film used leading actors from the Comédie Francaise, and had a special accompanying score written by Camille Saint-Saens. The other French majors followed suit, and this wave gave rise to the English-language description of films with artistic pretensions aimed at a sophisticated audience as “art films”. By 1910, the French film companies were starting to make films as long as two, or even three reels, though most were still one reel long. This trend was followed in Italy, Denmark, and Sweden.
Although the British industry continued to expand after its brilliant beginning, the new companies that replaced the first innovative film-makers proved unable to preserve their drive and originality.
