In 1969, Coppola took it upon himself to subvert the studio system which he felt had stifled his visions, intending to produce mainstream pictures to finance off-beat projects and give first-time directors their chance to direct. He decided he would name his future studio "Zoetrope" after receiving a gift of zoetropes from Mogens Scot-Hansen, founder of a studio called Lanterna Film and owner of a famous collection of early motion picture-making equipment. While touring Europe, Coppola was introduced to alternative filmmaking equipment and inspired by the bohemian spirit of Lanterna Film, he decided he would build a deviant studio that would conceive and implement creative, unconventional approaches to filmmaking. Upon his return home, Coppola and George Lucas searched for a mansion in Marin County to house the studio. However, in 1969, with equipment flowing in and no mansion found yet, the first home for Zoetrope Studio became a warehouse in San Francisco on Folsom Street. The studio went on to become an early adopter of digital filmmaking, including some of the earliest uses of HDTV. In his 1968 book "The American Cinema", Andrew Sarris wrote, "is probably the first reasonably talented and sensibly adaptable directorial talent to emerge from a university curriculum in film-making... [He may be heard from more decisively in the future."