Among the Sierra Nevada, California

Albert Bierstadt's beautifully crafted paintings played to a hot market in the 1860s for spectacular views of the nation's frontiers. Bierstadt was an immigrant and hardworking entrepreneur who had grown rich pairing his skill as a painter with a talent for self-promotion. He unveiled his canvases as theatrical events, selling tickets and planting news stories—strategies that one critic described as the "vast machinery of advertisement and puffery." A Bierstadt canvas was elaborately framed, installed in a darkened room, and hidden behind luxurious drapes. At the appointed time, the work was revealed to thunderous applause.