"Star Wars" fundamentally changed the aesthetics and narratives of Hollywood films, switching the focus of Hollywood-made films from deep, meaningful stories based on dramatic conflict, themes and irony to sprawling special-effects-laden blockbusters, as well as changing the Hollywood film industry in fundamental ways. Before "Star Wars", special effects in films had not appreciably advanced since the 1950s. "Star Wars" was also important in the movement towards the use of computer-generated imagery in films. The commercial success of "Star Wars" created a boom in state-of-the-art special effects in the late 1970s. There was increased investment in special effects. Companies like Industrial Light & Magic and Digital Productions were created to provide them. The 1977 "Star Wars" pioneered the genre pastiche, where several classic film genres are combined in one film. In "Star Wars", the genres were science fiction, the Western, the war film, and the quasi-mystical epic. Along with "Jaws", "Star Wars" started the tradition of the summer blockbuster film in the entertainment industry, where films open on many screens at the same time and profitable franchises are important. It created the model for the major film trilogy and showed that merchandising rights on a film could generate more money than the film itself.