WE have already observed how the war between the patents trust and the independent producers stimulated movie makers to try for quality in their work. A number of new influences during the war period still further advanced the artistic progress of the cinema. The establishment of features, imported foreign spectacles, Griffith's discoveries, a broader and more cultivated audience, the growing affiliation between Hollywood and Broadway talent, the giving of screen credits to individuals--all contributed to improvements in movie craftsmanship, refinements in mechanics, and higher standards of production. The war period is marked by a bolder and surer grasp of the medium, the emergence of gifted new directors with personal styles, and several significant motion pictures, the leaders among which were Griffith's. At no time since has Hollywood been so aroused by high ambitions, keen personal rivalry, and lofty aspirations.
The effort toward artistic quality in motion pictures was further quickened by the critical comments of a fan magazine of the day, Photoplay. Under the editorship of James R. Quirk from 1915 on, it encouraged and praised genuine artistry in films. A typical editorial1 remarked,
Will you think of your art as a business or of your business as an art? Will you say, "Make this picture because it will sell?" or "Make this picture because it deserves to sell?"____________________