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In 1955, he opened The Isaacs Gallery where he represented numerous Canadian artists, including Michael Snow, Graham Goughtry, Gordon Rayner, Jack Chambers, Joyce Wieland, Mark Prent, John Meredith, Robert Markle and Gathie Falk.
The term was coined by P. Adams Sitney who noted that film artists such as Michael Snow, Hollis Frampton, George Landow (aka Owen Land), Paul Sharits, Tony Conrad, Joyce Wieland, Ernie Gehr, Birgit and Wilhelm Hein, Kurt Kren, and Peter Kubelka had moved away from the complex and condensed forms of cinema practiced by such artists as Sidney Peterson and Stan Brakhage.