Eiji Tsuburaya, Japan's special effects pioneer, set the standard for Suitmation, starting with his work on the many classic Godzilla movies and other tokusatsu films from Toho Company Ltd. Other studios, including Daiei Motion Picture Company, Toei Company Ltd., and even Eiji Tsuburaya's own Tsuburaya Productions, continued to portray giant monsters (and even giant superheroes and robots) in movies and television using the Suitmation technique. The technique began to evolve as artists emphasized great detail. Design teams are sometimes only one or two people, and the suits can take a long time to develop. In the United States, the term became associated with B-movies was often used to point out the cheesiness of "rubber suits." When the U.S. film industry became highly dependent on CGI an