THE ROLE OF THE STAR

L.O to understand the importance of the star within the film industry

Key areas to look at:

Viewing stars as commodities or products of the film industry

Understanding stars as having commercial value

Seeing stars as embodying certain social or cultural values and ideological perspectives.

Richard Dyer suggests that we can study stars in three ways :

Economically Through audience reception As a text in themselves He suggested that the economics of

stars as a text can be broken down in three ways.

1. Capital- Stars represent the capital possessed by the studios

2. Investment-Stars as an investment – against loss on it and also creating a investment

3. Outlay- Stars are a major portion of a film’s budget so it must be careful and correct.

Film theorist Bela Balazs (1920s) Suggested that movies were a medium that could

give stars god like qualities.

Remember that whilst all stars are actors- not all actors would be classed as stars!

Actors would be considered stars once they gain a following and they would usually have a body of work behind them in which they have played a similar type of character. This creates a persona that the audience can reconise (Nick lacey)

Who would you consider to be a star?

Homework

Examples of how celebrity is used to sell a film

Use of star names to draw in target audiencePlaced above title of the film

Use of directors names-celebrities in their own right

Star as visual image attraction

Examples of past questions Consider the use of the ‘star’ in the film

industry

Compare the different factors that contribute to the box office success or failure of a film

Hollywood films have movie stars, that's why they are more appealing to UK audiences than UK films. How far do you agree with this comment?

Old Hollywood

In the old Hollywood studio system, stars were held under contract of their studios

A 7 year contract tied them to that studio but did provide a stable work environment and continuous employment

Sometimes they were loaned to other studios in a deal This did mean that stars were type cast and linked with

certain genres Their ‘star image was carefully controlled and constructed

by the studios’ For example Charlie Chaplin was constructed through use of

costume and mannerisms Today the situation is different but stars may still be type

cast into narrow roles that have been successful before Their star persona is still created and therefore links into the

roles that they may take on

How Hollywood construct a star image

A star persona is referencing the idea that they are a recognisable image which has been constructed through:

Their physical appearance

Their on screen roles

The media coverage of them What is

Brad Pitts Star persona?

The role of film in creating the star persona

This links into the idea that films are the primary text in which the star persona is created

However the media create a secondary text which allows the star persona to be circulated (Nick lacey)

The secondary text may well create a persona very different from the primary text that is being circulated.

For example Tom Cruise is portrayed in what way as a primary text?

Tom cruise has often be accused of being gay by the media, this secondary text persona is very different to the one that he tries to portray for his ‘star persona’

‘Knowledge of stars is differently dispersed across society. Moviegoers bring many different social cultural ideas to their understanding of the stars identity, so the image will interpreted in different ways. The image of the stars image is produced in the moment of interaction between moviegoers and star texts’ (Macdonald 2007 )

Social context

A stars embodiment of the social ideal may also explain their appeal

Star appeal may well be dependent on social context. For example the mid 80’s saw an abundance of representations of the ‘Macho male form’ with Sylvester Stallone and Arnie. This was later replaced by a more feminine action hero e.g. keanu and Leo. Then back to the more macho with Vin diesel and the rock at the early part of 2000. The role of the star may well depend on the social context and things such as gender representations at the time

What are the pleasures for the audience?

Watching a type cast can be easier in terms of creating meaning for the audience- there is less need for a semiotic reading and interpretation for the audience

It also may put a lot of power in the hands of the actor, especially if the want to do re- makes or

Understanding the expectations- you expect to see certain things from certain actors and there is a comfort in doing that

Star personas can change over time. This can be for a number of reasons: Star choice, social change, reaching a wider range of fans, a dying genre?

How stars are used as a promotional tool?

Using the power of the name- cashing in on an already existing fan base.

Think about how film posters for example use the star to sell the film and prove audiences expectations

The star can also link into narrative and genre expectations Stars also have the ability to complete cross media

promotion- TV interviews, magazine interviews, awards ceremonies

A stars private life can also benefit- e.g relationships on set may push people to see the on screen chemistry. They do however want to cover up scandals etc that would go against the star persona that they have worked to create.

A star needs to ensure that they are promoting the right image so as not to loose fans and therefore contracts.

What is the commercial value of stars?

The idea that you are only as good as your last film? What do you think?

The celebrity must conform to the studio that they are working for

Forbes celebrity 100 list – Forbes.com will show you a list of bankable stars

Film reviews of the stars acting Attracting an audience to a UK film using a US star-

Nottinghill A star signing up to a film can help get finance and

increased distribution Proliferation of new media technology means that they

stars have a higher ability to ‘sell’ themselves across a range of media

Star as meaning- what ideologies and values do stars represent?

Ideologies are ideas in society that we hold as truths Do stars reinforce ideas that society wants to promote or do

they sometimes go against it? Take Britney spears for examples- Said she was a virgin as it

was a dominate ideology of the southern up bringing. However it was not true.

To be a star represents- success, glamour, an aspiration to succeed sometimes at all costs (think of stars coming form nothing) the idea of the glitz and glam

Stars can become icons and be representative of our times See notes on handout about Rocky Stars within certain genres like romance may reinforce

dominant ideologies like love being key to a women's life. Consider the recent film Goodfellas – what do the stars like

Robert De Niro, Al Pacino and Joe Pesci represent in terms of ideologies in our society?

Stars as object of desire- what is the appeal

of the star to fans?

Fans can create strong bonds with the actors- Admiration or fantasy

The intimacy can be created through the use of close ups etc.

Fans may like the social values that they represent- e.g Brad Pitt and Angelina Jolie help with charity events and are seen as having a positive role in society

Stars may well try to embody the values they know that their fans will want them to.

Identification or wanting to be like the star- using them as a tool for living your life

Voyeurism/the male gaze Belief of knowing them, especially if their private life is

played out in the media The nations sweetheart effect

Theory

Many fans found themselves using their knowledge of stars lifestyle as a guide for their own personal behavior. Fans want to dress, shop and look like stars. Magazines show them how (Babas 2002)

There is a massive preoccupation with identifying the truth about ourselves- it could be seen as an interest in the stars because their performances make their private self into a public spectacle (Macdonald 1995)

Star persona vs real life

Recent reports about Miley Cyrus show that the star persona that she created for Hannah Montana and her actually true identity are at odds

Nick lacey suggests that a stars persona is a mask insofar that they have little to do with the actual individual

What do you think is the danger of the star not performing in the expected way of the persona that they have created?

Stars promoting lifestyle

Star and consumerism both share an element of fantasy and desire. Consumerism is escapist, promoting the fantasy of living beyond basic necessities. The market suggests consumers are free to choose what they want rather than what they need. Images of wealth are fundamental to consumerism and since the start of the star system, film actors have played a significant role in promoting those values. (Macdonald 1995)

The role of the audience

To what extent are fans able to determine the success or failure of individual stars?

What are some of the ways in which fans and the film industry work together to create a star’s image?

Task

Create a case study of a least two stars Highlight the key areas that we have disucssed Look at Forbes and see where they appear Consider the films that they have been involved

in, the distribution and profit of the films Consider whether they are typecast or if their

roles have changed over the years Identify what their fan appeal may be Look at what fan appeal there is out there on the

internet Identify their outside life and how the media

report it

Areas that you can look at for the film stars you study.

Fan sites Magazines Newspapers Official websites Twitter Photos Posters trailers How do these construct the star image?

You will need to be able to answer:

To what extent are fans able to determine the success or failure of individual stars?

What are some of the ways in which fans and the film industry work together to create a star’s image?

Compare the different factors that contribute to the box office success or failure of a film

Hollywood films have movie stars, that's why they are more appealing to UK audiences than UK films. How far do you agree with this comment?

Role of genre

Seeing genre as a marketing tool for the industry