 Revolutionary in Chicago's film industry was the establishment of rental houses or film exchanges; in 1907, Chicago had more than 15 film exchange houses, such as The Stereopticon & Film Exchange, William Swanson & Company, Chicago Projecting Company, and the International Projecting and Producing Company, formed by JJ Murdoch as an independent Chicago-based exchange.These rental houses allowed exhibitors to borrow films at a reduced cost than actually purchasing them.This movement revolutionized motion picture viewership.