In 1970, former Shaw Brothers executives Raymond Chow and Leonard Ho left to form their own studio, Golden Harvest. The upstart's more flexible and less tightfisted approach to the business outmaneuvered the Shaws' old-style studio. Chow and Ho landed contracts with rising young performers who had fresh ideas for the industry, like Bruce Lee and the Hui Brothers, and allowed them greater creative latitude than was traditional. California-born, Bruce Lee only found minor roles in U.S. films and television at first as foreign actors are often criticized and not widely accepted by the audience during the 1970s in North America. Bruce expressed that the true orientals are not shown especially in Hollywood and most of audience still thinks of Asian people with stereotype (e.g. with flat eyes, pigtails). Moreover, the directors usually get him to do something just to be exotic. Until Golden Harvest's "The Big Boss" (a.k.a. "The Fists of Fury", 1971) came into theatres. This jump-started Lee's career into stardom and made martial arts and kung fu a global trend.