supplier of products to the film community, his children were convinced that they could grow the company into a much larger enterprise. National distribution began in 1927 when Sales Builders, an established distribution company, obtained the rights to advertise, distribute and sell Factor's products. Due to his strong connection with the film industry Max Factor was able to use celebrity endorsements in advertising its products. In return for a nominal payment of US$1 to the actress the advertising would also promote the star's latest film. Development of Panchromatic The introduction of sound-on-film led to the replacement of the old noisy carbon arc lights by tungsten lights, which were much hotter and created a softer light. At the same time the orthochromatic film, which until that time had been used by the industry, was replaced by super-sensitive faster Panchromatic film which noticeably darkened skin colors. These developments required six months of intensive development to create make-up compatible with the new environment. Because they had been designed for black and white film the existing products were unsuitable for everyday use. This new Panchromatic make-up was trademarked in October 1929. Development of Pan-Cake The development of Technicolor film required the company to develop a new line of products as its existing Panchromatic make-up left a slight sheen on the skin which reflected surrounding colors. As a result of how bad they looked in color many actors and actresses refused to appear in color films. Because Max Factor was recovering from being hit by a delivery van at the time, Frank Factor took the lead in the two years it took to develop a suitable make-up, initially called the "T-D" and then renamed the "Pan-Cake" series. It was sold in a solid cake form and applied with a damp sponge which offered the advantage of concealing skin imperfections under a transparent matte finish. Its first appearance was in the film Vogues of 1938. The Pan-Cake make-up was made for on-screen looks but was wearable for day-to-day looks. It was an immediate hit and its advantages led to women stealing it from the film sets and using it privately. Its only disadvantage for everyday use was that it could not be used at night as it made the skin too dark under all but the powerful lights used in film studios. While Max Factor wanted to reserve the product for film use, Frank Factor was