First National Pictures: The Rebels Who Built a Hollywood Empire
First National Pictures was not set up as a movie studio but as a form of rebellion. In the 1910s Adolph Zukor managed to make Paramount one of the most powerful players in the motion-picture industry. Among the tactics he used was 'block booking.' This meant that cinema owners who wanted to show a popular film starring someone like Mary Pickford also had to agree to show a set of less desirable films. The exhibitors became more and more resentful about being told which films they had to show, but since stars such as Pickford attracted large audiences, refusing Zukor could have been a bad business move. In the end, some theatre owners decided that they had had enough.