Edith Head costume sketch for To Catch a Thief. From Edith & Oscar: A Costume Exhibit, WCFTR website .
Until the 1970s, academics interested in film seldom paid close attention to Hollywood as an industry. Some economists and historians of law were beguiled by the sight of an oligopoly eventually dismantled by Supreme Court decree. But these scholars weren’t particularly interested in the products of the studio system.
People interested in the movies took three positions. The most dogmatic, voiced by one of my grad-school professors, ran this way: “Money doesn’t matter.” That is, art will always triumph over business. If a movie is good, the circumstances of its making are irrelevant. And we study only good movies, so we needn’t consider the business.
Another view acknowledged the importance of the industry but saw it as a vague, overarching force. Creative artists were seduced by it or struggled against it. A powerful director like Chaplin or Hitchcock could control his work to a considerable degree. For the less powerful, the studios (along with censorship agencies) were barriers to creative work. They forced directors to bow to the demands of moguls or a debased public.
The third view was largely celebratory. The studios represented a wondrous confluence of talent at every level, from script to music, and the System mysteriously spun out marvels of drama, comedy, and spectacle: Hollywood as Gollywood. Researchers in this tradition ferreted out as much information as they could about the old days, infusing encyclopedic ambitions with fan enthusiasm.
What came to be called “Wisconsin revisionism” or “the Wisconsin Project” proposed some alternatives.
Auteurist in the archive
Corner of WCFTR office area. Photo: Mary Huelsbeck.
When I came to UW–Madison to teach in 1973, I was an auteurist with a taste both for Hollywood and foreign cinema. I knew relatively little about how the studio system functioned. Its machinations were simply factored out of my consideration. Directors, from Hitchcock and Hawks to Dreyer and Mizoguchi, were what loomed in my consciousness, and I wanted to spend my life studying what they had accomplished.
But contact with students, faculty, and campus personalities at Madison changed my thinking. There was The Velvet Light Trap, a defiantly unofficial magazine that ran special issues on all manner of non-auteur subjects, especially studios, periods, and genres. There were ambitious film societies like Fertile Valley and the Green Lantern, showing offbeat items. There were smart, well-informed grad students. There was the Wisconsin Center for Film and Theater Research, which housed thousands of prints, the center of my lustful thoughts both day and night. The WCFTR also housed vast archives of papers, scripts, photos, and other documents of Hollywood’s golden era.
Then there were Professor Tino Balio and Dissertator Douglas Gomery. My conversations with them, both in and out of the office, showed me that there were fruitful questions to be asked about the nature and conduct of the studio system. These two scholars, I think, more or less invented the rigorous historical study of Hollywood as a business enterprise.
Take Doug’s dissertation (and subsequent book ). How did Warner Bros. innovate sound? Was Warners, as most accounts claimed, a threatened company, desperately driven to try a new technology to stave off bankruptcy? Doug answered the question in a revelatory way: The evidence pointed to Warners’ innovation of sound as a carefully calculated business decision made by a company that had already explored the technology and the market. In fact, WB was not going bankrupt, it was actually expanding into other domains, including radio. By using a traditional historical model of technological diffusion, Doug made the Warners’ decision intelligible. He served as a TA in my first course at Wisconsin, and our friendship proved to be a case of the student teaching the teacher.
Tino, who was presiding over the WCFTR, became another premiere scholar of filmmaking as a business. His books, anthologies, and book series brought immense attention to our collection of material on United Artists, Warner Bros., and RKO. He taught courses in the history of the industry, both survey courses and in-depth seminars. I think I learned more sitting on examination committees with him than I had in many of my grad-school lectures.
Many of the research questions asked by Tino, Doug, and their peers didn’t concern the movies themselves. Some did, though. I remember Cathy Root’s study of stars as strategies of “product differentiation.” More broadly, in the 1970s and early 1980s, some of us suspected that the Hollywood system of production, distribution, and exhibition could affect what then was called “the film text.”
As a result, Kristin, Janet Staiger, and I tried to show how Hollywood’s mode of production did more than simply limit gifted artists or yield pop-culture diversions. In The Classical Hollywood Cinema (1985), we tried  to understand how the organization of production shaped work routines, technology, adjacent institutions, conceptions of quality, and other factors that did impinge on how the films looked and sounded. Over the years these aspects of filmmaking practice took off on their own, becoming somewhat detached from the industrial conditions that created them. When the studio system faded away in its classic form, the community’s notions of narrative construction, stylistic expression, professional practices, and other factors hung on. The economics changed, but the aesthetics persisted.
Now there are many people working to show how industrial factors interact with filmmakers’ creative choices. Kristin and I have continued these explorations in books and blog entries, extending them to other periods (e.g., the 1910s, the New Hollywood, the 1940s). I like to think that much of our work over the last decades has tried to blend the careful empirical and explanatory work of Tino, Doug, and others with the analysis of art and craft typical of film criticism. We can ask some questions that cut across the over-simple Art/Industry split.
Let a thousand projects bloom (motto, People’s Republic of Madison)
This exercise in autobiography was triggered by some recent events. One is the spiffy new website  for the Wisconsin Center for Film and Theater Research. Under its recent director Michele Hilmes and current director Vance Kepley, the Center has gotten a new jolt of energy. It’s promoting its vast collections in an attractive way and is starting to spotlight some that weren’t well-known. The selections are bolstered by informative program notes by Maria Belodubrovskaya, Booth Wilson, and others.
Certainly the Center’s heart, for historians of Hollywood, is the United Artists collection . This assembles United Artists business records from 1919-1965, scripts and stills from Warner Bros. and RKO, and several thousand film features, shorts, and cartoons, mostly from 1928 to 1948. Then there are the hundreds of named collections , provided by individual donors. The refurbished website calls attention to several of them: the personal and business correspondence of Kirk Douglas  (some items now digitized), the Blacklist collection  (six of the Hollywood Ten represented), the dazzling array of Edith Head’s costume designs  (okay, I’m going a bit Gollywood). There are records for Otto Preminger , Walter Wanger  (the basis of Matthew Bernstein’s biography ), and Shirley Clarke . The restored Portrait of Jason  was discovered  in her collection.
Lately, needing information on Guest in the House (1944), I turned to the WCFTR screenplay by Ketti Frings. Her name looks like a Scrabble hand, but she turns out to be a fairly significant screenwriter , contributor to The Bells of St. Mary’s (1945), Dark City (1951), and By Love Possessed (1961). Some other day I must get around to prowling in the papers of Vera Caspary , an extraordinary person who is far more than the author of Laura (though I’d be happy just being that).
Beyond Hollywood, the Center holds major collections of Russian cinema  and, more recently Taiwanese  cinema. And if you must leave cinema behind for theatre, you can investigate Eugene O’Neill, George S. Kaufman, and many other luminaries. In sum, a resource to make you happy for decades.
A career and a conference
The expansion of the Center owes everything to Tino Balio, who served as director in its crucial years. It was he who acquired the UA treasures and many of the named collections. Access to the UA papers enabled him to write the definitive history of the company, but it also created a huge spillover effect: dozens of research projects were nourished by his pursuit of this collection—which came to us at a time when virtually no universities, not even those in LA, were seeking Hollywood corporate records.
So it’s fitting that, as the WCFTR redesigns its public profile, we see the publication of Tino’s Hollywood in the New Millennium .
In a sense it’s a sequel to his earlier books, The American Film Industry  (1976, 1985) and Hollywood in the Age of Television  (1990). But these were anthologies, whereas this is through-composed. It’s most like his magisterial survey of the business strategies behind the art-film explosion, The Foreign Film Renaissance on American Screens, 1946-1973  (2010): a careful study of a remarkable period in US film history.
Hollywood in the New Millennium charts the trends that characterize the last fifteen or so years of the American film industry. It surveys financing, production, distribution, exhibition, ancillary markets, and the independent realm. Tino analyzes the ways in which new technologies have changed all these areas, mostly to the benefit of the bottom line, but he also recognizes that technology can undermine the business, especially in the hands of what he calls “the I-want-it-for-free consumer.”
He surveys studio policies, attempts at synergy, and viral marketing. He traces the rise and fall of executives and is especially strong on the emergence of the overriding strategy of the tentpole picture aimed at teenagers and families. Since all studios belonged to entertainment conglomerates, the constant demand was for large-scale profits. For all its financial excesses, the tentpole strategy, Tino argues counterintuively, was an austerity measure.
By the decade’s end, every studio was in the tentpole business. Although the costs of producing and marketing such pictures were enormous, they were the only types that could perform on a global scale and generate significant returns. . . . The sure thing was a good hedge against a dying DVD business, the fragmentation of the audience, and the unknown impact of the internet and social media on Hollywood marketing practices.
In short, you could not ask for a more concise, reliable map of where Hollywood is today. The bibliography is expansive enough to inspire other researchers to dig into both printed and online sources.
Tino has exercised a remarkable influence on two generations of film scholars, but in an almost surreptitious way. Now every film student learns about the structure and conduct of the film industry, but few know that Tino played a pivotal role in making this sort of knowledge central to academic film study. Now in his mid-seventies, Tino has left a peerless legacy of research.
Speaking of research, our campus will be hosting a major conference that includes the WCFTR as a key component. The Screenwriting Research Network International  is holding its annual gathering here on 20-22 August . I attended the Brussels SRNI conference two years ago and wrote about it here  and here . I think it’s fair to say that a hell of a time was had by all. This is a stimulating bunch, and anyone interested in filmmaking would benefit from attending.
Keynote speakers  this year are Larry Gross (48 Hrs, True Crime, We Don’t Live Here Anymore, Veronika Decides to Die), Jon Raymond (Old Joy, Wendy and Lucy, Meeks Cutoff , and several novels), and. . . Kristin!
The scholars are no less stellar and include Kathryn Millard, Richard Neupert, Jill Nelmes, Steven Maras, Riikka Pelo, Eva Novrup Redvall, Nate Kohn, Ronald Geerts, Andy Horton, Ian Macdonald, and a great many more. Go here  for a complete program. You will be impressed.
Needless to say, among the guests are many UW alumni: Patrick Keating, Colin Burnett, Maria Belodubrovskaya (currently a faculty member too), Brad Schauer, Mark Minett, Mary Beth Haralovich, and David Resha. All of them have been steeped in archival research, centrally at WCFTR. Also home-grown are the conference organizers, J. J. Murphy (who blogs here ) and Kelley Conway, who is finishing her book on Agnès Varda after immersion in that great lady’s personal archive. Another faculty member, Eric Hoyt, is curator of the remarkably full and free Media History Digital Library ; expect him to divulge newer-than-new research sources and methods. I’ll crowd into the act with a paper tied to my 1940s book.
All in all, I see a pleasing continuity from my salad days, through forty years of teaching and viewing and writing, to this moment: a new Balio book, a sparkling shop window for the Center, and new generations of researchers eager to show that The Industry and The Art of Cinema aren’t always that far apart.
For more on the origins of Wisconsin revisionism, see my introduction to Douglas Gomery, Shared Pleasures: A History of Movie Presentation in the United States (University of Wisconsin Press, 1992) and this entry . We have a blog entry on Tino’s Foreign Film Renaissance on American Screens here .
On the remarkable Vera Caspary (Wisconsin’s own) see not only her fine thrillers Laura and Bedelia but also her Bohemian autobiography The Secrets of Grown-Ups  (McGraw-Hill, 1979).
Kelley Conway, Tino Balio, and Lea Jacobs; Madison, WI September 2011.