In July 1913 DeMille, Jesse Lasky, Sam Goldfish (later Samuel Goldwyn), and a group of East Coast businessmen created the Jesse L. Lasky Feature Play Company. On December 12, 1913, DeMille, his cast, and crew boarded a Southern Pacific train bound for Flagstaff via New Orleans. His tentative plan was to shoot a film in Arizona, but he disliked the quality of light he saw there. He continued to Los Angeles. Once there, he chose not to shoot in Edendale, where many studios were, but in Hollywood. He also flouted the dictum that a film should run twenty minutes. He made his first film run sixty minutes, as long as a short play. The Squaw Man (1914), co-directed by Oscar Apfel, was a sensation and it established the Lasky Company.