In the nickelodeon era, actors were kept anonymous to prevent higher pay demands, but Carl Laemmle broke this rule by founding the Independent Moving Pictures Company (IMP) in 1909. He staged a publicity stunt involving actress Florence Lawrence, faking her death to promote her new contract, which made her the first true movie star. This shift led to the establishment of the star system, where actors were marketed individually, significantly changing the industry’s dynamics. IMP’s success allowed Laemmle to expand operations, revolutionizing how films were produced and marketed.
