Perhaps the most ambitious film made with this process was The Black Pirate (1926), starring and produced by Douglas Fairbanks and directed by Albert Parker. The system was refined through the incorporation of dye imbibition, which allowed for the transferring of dyes from both color matrices into a single print, thus avoiding the problems at attaching two prints back-to-back and allowing for multiple prints to be created from a single pair of matrices.[45]
Technicolor's system was extremely popular for a number of years, but it was a very expensive process: shooting cost three times that of black-and-white photography and printing costs were no cheaper.
By 1932, general color photography had nearly been abandoned by major studios, until Technicolor developed a new advancement to record all three primary colors. Utilizing a specialdichroic beam splitter equipped with two 45-degree prisms in the form of a cube, light from the lens was deflected by the prisms and split into two paths to expose each one of three black-and-white negatives (one each to record the densities for red, green, and
blue).[46]
The three negatives were then printed to gelatin matrices, which also completely bleached the image, washing out the silver and leaving only the gelatin record of the image. A receiver print, consisting of a 50% density print of the black-and-white negative for the green record strip, and including the soundtrack, was struck and treated with dye mordants to aid in the imbibition process (this "black" layer was discontinued in the early 1940s). The matrices for each strip were coated with their complementary dye (yellow, cyan, or magenta), and then each successively brought into high-pressure contact with the receiver, which imbibed and held the dyes, which collectively rendered a wider spectrum of color than previous technologies.[47] The first animation film with the three-color (also called three-strip) system was Walt Disney's Flowers and Trees (1932), the first short live-action film was La Cucaracha (1934), and the first feature was Becky Sharp (1935).[44]
The real push for color films and the nearly immediate changeover from black-and-white production to nearly all color film were pushed forward by the prevalence of television in the early 1950s. In 1947, only 12 percent of American films were made in color. By 1954, that number rose to over 50 percent.[48] The rise in color films was also aided by the breakup of Technicolor's near monopoly on the medium.