Cinema of Attractions
From an argument put forward by film theorist. Tom Gunning: the idea that early cinema was primarily exhibitionist, not narrative - intended to shock or suprise the viewer rather than involve them in a complex story of events. This demonstrated the connection between cinema and earlier forms of spectacular mass entertainment like vaudeville, circus, theatre and cabaret. Animation and trick effects were an important part of this.
Link to article: www.columbia.edu/itc/film/gaines/historiography/Gunning.pdf