Red Mill (1906), and Naughty Marietta (1910)). Beginning with The Red Mill, Broadway shows installed electric signs outside the theatres. Since colored bulbs burned out too quickly, white lights were used, and Broadway was nicknamed "The Great White Way". In August 1919, the Actors' Equity Association demanded a standard contract for all professional productions. After a strike shut down all the theatres, the producers were forced to agree. By the 1920s, the Shubert Brothers had risen to take over the majority of the theatres from the Erlanger syndicate. During this time, the play Lightnin' by Winchell Smith and Frank Bacon became the first Broadway show to reach 700 performances. From then, it would go on to become the first show to reach 1,000 performances. Lightnin''' was the longest-running Broadway show until being overtaken in performance totals by Abie's Irish Rose in 1925. Competing with motion pictures The motion picture mounted a challenge to the stage. At first, films were silent and presented only limited competition. By the end of the 1920s, films like The Jazz Singer were presented with synchronized sound, and critics wondered if the cinema would replace live theatre altogether. While live vaudeville could not compete with these inexpensive films that featured vaudeville stars and major comedians of the day, other theatres survived. The musicals of the Roaring Twenties, borrowing from vaudeville, music hall, and other light entertainment, tended to ignore plot in favor of emphasizing star actors and actresses, big dance routines, and popular songs. Florenz Ziegfeld produced annual spectacular song-and-dance revues on Broadway featuring extravagant sets and elaborate costumes, but there was little to tie the various numbers together. Typical of the 1920s were lighthearted productions such as Sally; Lady Be Good; Sunny; No, No, Nanette; Harlem; Oh, Kay!; and Funny Face. Their books may have been forgettable, but they produced enduring standards from George Gershwin, Cole Porter, Jerome Kern, Vincent Youmans, and Rodgers and Hart, among others, and Noël Coward, Sigmund Romberg, and Rudolf Friml continued in the vein of Victor Herbert. Live theatre has survived the invention of cinema. Between the wars Leaving these comparatively frivolous entertainments behind and taking the drama a step forward, Show Boat premiered on December 27, 1927, at the Ziegfeld Theatre. It represented a complete integration of book and score, with dramatic themes, as told through the music, dialogue, setting, and movement, woven together more seamlessly than in previous