Nicholson was known as the creative member of the partnership. His movie sense, combined with Arkoff's business savvy, led to AIP's long string of successful films aimed squarely at teenaged audiences. From 1954 to 1980, AIP released over 125 films, most of them released directly to drive-ins and grindhouses. Nicholson would often think up an exploitable title, and devise an entire advertising campaign complete with poster art, even before a script had been drafted. The films were mostly completed on low budgets, with shooting done in two or three weeks (and sometimes only a few days) on rented stages at the Chaplin Studio, and nearly all of them turned profits.