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90 A HISTORY OF THE MOVIES
the eager acceptance of the star system when Laemmle and Cochrane tried their experiment with "Little Mary." Therefore a limited number of individuals were chiefly responsible for the rise of pictures and theaters to higher levels. But there was nothing mysterious or occult in their foresight; — they simply followed their "showman's hunch" that movies could be made better, and could be shown in better theaters, at higher prices of admittance.
Because of their standardized system of making and renting pictures, General Film manufacturers questioned the added expense involved in adoption of the star system, and for a little while they hesitated before plunging into this new scheme; while they hesitated independent producers acted promptly. They lured from trust studios players whom they suspected of having box-office appeal and in each instance announced stentoriously the capture of the greatest star ever known to the world. General Film studios soon swung into line and rushed forward every possible atom of star material in frantic efforts to gratify the public's longing for celebrities. Stars were manufactured with ease, or not at all, not even the shrewdest producer being able to predict in advance the success or failure of any given player. The only method was to make a picture or two and distribute them to the theaters. If they were successful, the producer might expect to gain a comfortable profit before a competitor outbid him for the new celebrity's services; and if the proposed star was a "flop" the employer merely hunted around for another player whom the populace might take to its bosom.
While everything in the industry was twisted out of kelter by the cyclonic popularity of the star system, forcing bewildering new methods into studios, exchanges, and theaters, the freedom and mobility of the independents gave them advantages over the trust that the brightest "outlaws" exploited to the utmost of their abilities. The sober, sensible business men, scientists and lawyers who ruled the patents company were annoyed and disgusted. The entire performance seemed so childish and silly, so unnecessary and ridiculous, so contrary to sane industrial practice