Sequels are not a modern cinematic invention, nor are lucrative film franchises. Son of Kong (1933) followed King Kong (1933) within a year. Universal ran a horror movie franchise starting with Dracula in 1931 which ran until 1956, ending with The Creature Walks Among Us. However, although striking it rich at the box office has always been the focus of mainstream Hollywood filmmaking, the studio system of the so-called golden age at least was committed towards making quality cinema and films were not just about brand recognition. As well as seeking big hits the major studios were also content to produce smaller budget films that were moderately successful. However, this approach changed substantially in the late sixties and early seventies when the major film studios of Hollywood were bought by corporations. Creativity and entertainment were subsequently tempered by a business strategy that saw art as a product to be sold and marketed.