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Better the “Devil” You Know: the Motion Picture Research Council, 3-D, and the Hollywood Studio System

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Better the “Devil” You Know: the Motion Picture Research Council, 3-D, and the Hollywood Studio System Dawn Fratini Better the “Devil” You Know: The Motion Picture Research Council, 3-D, and the Hollywood Studio System Abstract The Motion Picture Research Council, which operated as Hollywood’s centralized technological research and development laboratory from 1947 to 1960, represents the apex of the Hollywood studios’ conjoined techno- logical endeavors. Its very existence pleads the case for an expansion of our conception of the classical Hol- lywood studio system to include the activities of technicians both within the studio and within the larger in- dustrial cluster of motion picture technology manufacturers, service providers, and professional organizations. Using the 3-D “boom” of 1952-1954 as a window into the operations of the MPRC, this article complicates and expands upon the conventional narrative of that “boom” which depicts the success of the independent 3-D feature, Bwana Devil, as having threatened Hollywood’s market control. The MPRC’s involvement with the production, and their subsequent work toward standardizing 3-D filming and exhibition practices serves to illustrate the scope of the activities of Hollywood’s technicians in the late classical era and their interdependent position within the larger industry of motion picture technology. The low-budget, independent feature, Bwana Devil Oboler in association with the Natural Vision (Oboler, 1952) became the stuff of industry legends Corporation, a small company started by a tinkering when it premiered in two Los Angeles theaters, cinematographer, an ambitious screenwriter, and Thanksgiving weekend of 1952, and took Hollywood the writer’s ophthalmologist brother. As lore tells by complete surprise by drawing astonishing crowds. it, having been unable to interest the Hollywood Promising “A lion in your lap! A lover in your arms!” studios in licensing their system, they produced Bwana Devil was the first stereoscopic, color feature Bwana Devil outside the system to demonstrate the release to be filmed and projected using a dual-band potential of Natural Vision to the world.2 (two-camera, two-projector) system.1 The film was Bwana Devil was wildly commercially produced and directed by radio personality Arch successful in an otherwise lackluster season, despite consistently bad reviews – “a tedious, long-winded piece of claptrap,” according to The Hollywood Reporter.3 As Bosley Crowther of The New York Times put it only a few months later, “Customers lined up to see it; Hollywood producers lined up to see the customers. The producers took one look and rushed back to their studios. The 3-D frenzy was on.”4 John Rees of the Wall Street Journal called the subsequent frenzy of 3-D production “a case of geese flapping along behind goslings,” because the camera systems involved had been “developed by little known flicker folk not connected with the major studios.”5 THE SYSTEM BEYOND THE STUDIOS 31 Luci Marzola, editor, Spectator 38:2 (Fall 2018): 31-39. BETTER THE “DEVIL” YOU KNOW This characterization of the 3-D boom of interest on behalf of the studios. 1950s Hollywood—as a threat or challenge visited Using the 3-D boom of 1952-1954 as a upon an unsuspecting Hollywood from without— window into the operations of the MPRC, has been repeated in many histories of the this article complicates and expands upon the Hollywood studio system. For example, Peter Lev, conventional narrative of that boom and pleads the in The Fifties: Transforming the Screen, describes 3-D case for broadening our conception of the classical and Cinerama as having “rocked” the industry, by Hollywood studio system, to include the activities changing production, distribution, and the viewing of its technical employees (beyond individual experience. As he explains, film productions), and to consider the studios as a node within a much larger, interconnected, Since both inventions were controlled technologically-based industry. The MPRC was (at least at first) by companies outside a hub of technological activities in Hollywood for the studio system, they threatened to fin- the duration of its existence, and its inclusion in our ish the work of the Paramount anti-trust conception of the Hollywood studio system of the consent decrees that went into effect on 1950s strengthens the case made by Luci Marzola, 1 January 1950 by curtailing the market building on the paradigm established by Bordwell, power of the major and minor studios.6 Staiger, and Thompson, for a reconsideration of the studio system in which the control of technological This account is not untrue, but it is mis- innovation and standardization are central.10 leadingly incomplete as it relies upon a limited Marzola argues that Hollywood is more accurately and limiting definition of the Hollywood studio described as an industrial cluster which includes system itself, and does not account for the work of service labs, industrial manufacturers, independent technicians within the studios and within related sales firms, inventors and tinkerers, and trade service bureaus upon which the industry relied.7 organizations such as the AMPP, the American Because it involved harnessing and synchronizing Society of Cinematographers (ASC), the SMPTE, two already-existing cameras, the Natural Vision and the Academy of Motion Picture Arts and system, and dual-band stereoscopy in general, was Sciences.11 not a patentable technology.8 Several Hollywood The MPRC, operating as Hollywood’s studio technicians had already experimented with centralized technological research and development dual-band cinematography in the 1930s, and the laboratory from 1947 to 1960, represents the apex techniques involved had been routinely discussed in of the Hollywood studios’ conjoined technological the pages of the Journal of the SMPTE for decades.9 endeavors. Its demise in the spring of 1960 is one Thus neither on the basis of patents nor on that of the clearest demarcations of the end of the of know-how was 3-D a technology beyond the classical Hollywood system. To fully understand the control of the studios. formation and operation of the MPRC requires a Furthermore, Hollywood’s own central research clearer and more detailed history of the operations and development team, the Motion Picture Research of the AMPP than we have at present. Here, Council (MPRC) served as technical consultants though, I focus on the MPRC’s involvement in on Bwana Devil, and thereafter continued to the 3-D Boom of 1952-1954 as a case study in the develop practices and standards for 3-D production, operations of Hollywood as an industrial cluster. The distribution, and exhibition. Incorporated, funded, endeavors of the MPRC toward the standardization and managed by the Association of Motion Picture of stereoscopic motion pictures reveals not only Producers (AMPP), an organization itself funded close cooperation among studios, but also intense and operated by the Hollywood studios, the MPRC communication and exchange with independent was not only part of the Hollywood studio system, it producers, theater owners, inventors, technological was the gatekeeper and arbiter of new technologies societies, and equipment manufacturers. Thus we for all of the major and minor studios. Essentially, can see that the “system” included and depended the MPRC allowed Natural Vision’s production upon these other entities that operated within, to serve as a test case which they monitored with among, and beyond the studios themselves. 32 FALL 2018 FRATINI The Motion Picture Research Council securely established and little activity occurred for the next few years. When the Academy underwent The roots of the MPRC stretch back to the Acad- an upheaval, reorganization, and revision of its emy of Motion Picture Arts and Sciences’ first bylaws in 1934, the AMPP assumed financial and industry-wide testing and standardization endeav- managerial responsibility for the Research Council, or, the Mazda Tests of 1928, as detailed by David agreeing “to full financial and moral support Bordwell in The Classical Hollywood Cinema and for carrying on the research and cooperative more recently by Marzola in “Engineering Hol- engineering program.”15 lywood: Technology, Technicians, and the Science The history of the interplay and tensions of Building the Studio System, 1915-1930.”12 As between the Academy and the AMPP is worthy both describe, this pan-studio effort, coordinated of much closer scrutiny; in as far as the Research via the Academy, to test and develop best practices Council was concerned, however, this proved to be for use of the new tungsten lighting, paved the way a step toward a more robust program. It was also for the Academy’s much more elaborate overseeing a step toward formalizing a chain of command by of the industry’s conversion to sound. The Acad- which those performing technological research and emy’s sound programs included testing of equip- development were answerable directly to the upper ment, communicating with manufacturers, service management of all the studios as a single group, bureaus and consultants, standardization of produc- a Board of Governors. The Research Council’s tion, post-production, and exhibition procedures, board was composed of one representative from studio staff training, publication of bulletins and each of the “participating producing companies,” manuals, coordinating a course of study with the i.e. all of the “Big Five” studios, Columbia and University of Southern California, and communi- Universal.16 General membership was comprised cation with and presentations to the larger motion
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