Action films originated in the 1920s with swashbuckling adventure films and expanded in the 1940s-50s to include war and western movies. Alfred Hitchcock helped establish the spy-adventure genre and use of action sequences. The 1960s saw the success of the James Bond franchise, which solidified the resourceful hero archetype and use of gadgets, fights, and car chases. During the 1970s, grittier police dramas and martial arts films from Japan emerged as competitors. Advances in CGI in the 1990s allowed for more fantastical settings in big-budget action films known for parodies and spectacular visuals.