In 1913 the Cinema and Photographic Branch (also known as the Cinema Branch) was created in Melbourne under cameraman Bert Ive, after he had been appointed government photographer and cinematographer. The Branch was administered by a number of Commonwealth government departments during its existence, changing the focus of the photographs and films, including the promotion of Australian merchandise, tourism, and immigration. When it came under the Commonwealth Immigration Office in 1921, the Cinema Branch was expanded, and by the end of the Silent era (1927 onwards), it was making a film a week. Lyn Maplestone, production manager from 1926, directed many of the films made by the Branch in the 1930s.
