The Rise of MGM Studios in the Roaring Twenties
The 1920s were a significant decade in the movie industry’s history, marked by several important developments that laid the groundwork for the studio system that dominated Hollywood for decades.
One of the most important developments of the 1920s was the transition from silent films to "talkies," or films with synchronized sound. The release of the first talkie, "The Jazz Singer," in 1927 was a major milestone that changed the course of the industry and sparked a wave of innovation and experimentation.
Singin' in the Rain celebrates triumphs over adversity and humorously reclaims failures as part of its self-reflexive brand management strategy. In 1929, MGM released the successful Broadway Melody and the disastrous His Glorious Night, which featured John Gilbert repeating "I love you" idiotically, a scene parodied in the film's disastrous preview of The Dueling Cavalier.1 The film's self-critical humor is reminiscent of Don's narration, which exposes the disparity between his glamorous on-screen life and his less-than-glamorous reality. Despite MGM's early pretensions, the studio always recuperated self-criticism as a defining feature of its brand management strategy, distancing its products from its competitors. By the 1940s and early 1950s, MGM's self-reflexive recycling of its products and self-credit had become a formalized corporate strategy. The MGM musical, according to Cosmo, is a perfection that has already been reached, but it continues to unfold, as evidenced by R.F.'s remark that he needs to "wait to see the visuals." (Christensen, 2012).
During the 1920s, Hollywood emerged as the center of the movie industry, thanks in part to the favorable climate and abundant sunshine that allowed for year-round filming. Studios began to consolidate, with larger companies like MGM, Paramount, and Warner Bros. acquiring smaller studios and establishing themselves as dominant players in the industry.
The studio system was a film production and distribution model that emerged in the 1920s and was predominant until the 1950s. It was characterized by a hierarchical structure in which studios had complete control over every aspect of filmmaking, from financing and development to production, distribution, and exhibition. (Bingen, 2011)
The studios owned their own soundstages, cameras, equipment, and actors and hired writers, directors, and other personnel on long-term contracts. This system allowed studios to produce many films predictably and cost-effectively, creating a steady stream of content for audiences and providing a reliable revenue stream for the studios. However, it also gave studios a great deal of power over filmmakers and limited artistic freedom, leading to criticism and, eventually, the decline of the studio system.
The star system also emerged during the 1920s, as studios began cultivating and promoting certain actors as stars, relying on their charisma and screen presence to attract audiences. The public's fascination with stars helped to drive box office sales and cemented the importance of the star system in the industry.
The star system not only elevated the status of certain actors but also became a key factor in the success of films, as audiences flocked to see their favorite stars on the big screen. This led to the emergence of the "movie star" as a cultural icon whose image and personal life became part of the public imagination and whose popularity could make or break a film. (Dixon, 2012)
Finally, the 1920s also saw the rise of movie palaces, lavish theaters designed to be destinations in their own right, featuring elaborate architecture and design and state-of-the-art projection and sound systems. Movie palaces were often located in urban centers and catered to various audiences, from working-class families to high-society elites.
Movie palaces were not only places to watch films but also served as social hubs, with lobbies, cafes, and lounges where patrons could socialize and enjoy live entertainment before or after the film.
Grauman's Chinese Theatre in Hollywood was one of the most iconic movie palaces. It opened in 1927 and featured Chinese-inspired architecture, handprints and footprints of famous actors embedded in its forecourt, and state-of-the-art sound and projection systems.
Overall, the movie industry in the 1920s was characterized by rapid change and innovation as studios, filmmakers, and audiences embraced new technologies, business models, and forms of entertainment.
Footnotes
1. Jerome Christensen. America’s Corporate Art : The Studio Authorship of Hollywood Motion Pictures. Stanford University Press, 2012.
2. Bingen, Steven et al. MGM : Hollywood’s Greatest Backlot. Santa Monica Press, 2011.
3. Dixon, Wheeler Winston. Death of the Moguls : The End of Classical Hollywood. Rutgers University Press, 2012