Slowly, title sequences evolved to become more elaborate pieces of film. The advent of television was a pivotal moment for title design because it forced the major film studios to invest in making cinema more attractive in order to win back a diminishing audience. The "cast of thousands" epics shot on various patent widescreen formats were a direct response to television's successful invasion of the leisure marketplace. Part of cinema's new prestigious and expansive quality were orchestral overtures before the curtains opened and long title sequences — all designed to convey a sense of gravitas it was hoped television would be unable to compete with. As cinema's title sequences grew longer and more elaborate, the involvement of prominent graphic designers including Saul Bass and Maurice Binder became more common. The title sequence for Alfred Hitchcock's "North by Northwest" is generally cited as the first to feature extended use of kinetic typography. This innovation, in turn, influenced the 1960s television predilection for title design, resulting in the creation of strong graphics-led sequences for many television shows. Since then, the mediums of film and television have engaged in a kind of push and pull behavior, inspiring and spurring each other in different directions.