After initial success, the Technicolor corporation was having trouble getting movie studios to use its new technology to add color to their films. During the Great Depression, moviegoers didn't spring for frills, and producers didn't want to spare any profit margin. Walt Disney, though, decided to make his short Flowers and Trees with what was known as Process 4, the company's newest advancement in the technology. It was such a spectacular success — winning the first Oscar for short film — that he negotiated an exclusive three-year contract on the process. Ironically, it was Ub Iwerks, the man who created the design for Mickey Mouse, who made the first Technicolor cartoon, 1930's Fiddlesticks, while he was on a decade-long sabbatical from Disney.