While John Carradine (playing Dracula) morphed into a bat a few years earlier (I think that it was in "House of Dracula," but I am not sure), the transformation was only seen from the back rather than being a "full-frontal" transformation, as in "A & C Meet Frankenstein." So, I would be inclined to agree with you: that this is the first example of true "morphing" seen in a Hollywood film -- and an exceptionally good job was done, in my opinion. If you want to see what I personally consider to be the best pre-CGI "morph," check out "Jack the Giant Killer" (1962). In glorious Technicolor, at the film's climax, the sorcerer Pendragon transforms himself into a winged Dragon. As in the case of Bela morphing into a bat, cartoon animation is used, followed by a dissolve into the stop-motion puppet. The effectiveness of the scene is greatly enhanced by the use of effects animation to show lightning on the background plate and the flames (painted directly onto the cels, I suppose) which envelop the sorcerer as he transforms himself. The models in "Jack" may not be as good as Harryhausen's (if you like his films), but there are some truly stunning and imaginatively staged sequences in "Jack the Giant Killer."
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