What aficionados consider the "golden era" of 3D began in late 1952 with the release of the first color stereoscopic feature, "Bwana Devil", produced, written and directed by Arch Oboler. The film was shot in "Natural Vision", a process that was co-created and controlled by M. L. Gunzberg. Gunzberg, who built the rig with his brother, Julian, and two other associates, shopped it without success to various studios before Oboler used it for this feature, which went into production with the title, "The Lions of Gulu". The critically panned film was nevertheless highly successful with audiences due to the novelty of 3D, which increased Hollywood interest in 3D during a period that had seen declining box-office admissions.