FS2: Stardom

History of the Development of Stardom• Unnamed, uncredited actors on screen• Familiar faces who through the popularity and power of film are

named• Named they become a legal and commercial property• Their "star image" is constructed and circulated for profit• 1920s saw the economic power of individual stars with formation of

United Artists• Contracts and working practices imposed by the "big 5" between

1920s-1940s saw stars as the property of the studios• 1933 Screen Actors Guild formed - a unionisation of players to

bargain collectively• Collapse of the Hollywood system under pressure of anti-trust

legislation plus...• Independent studios and aggressive agents, freelance stars• Star power in an era of packages, deals and independent production

companies

In the Hollywood Star Machine stars were treated as a commodity, theproperty of the studio.The studio produced, distributed and exhibited the "star image" and justlike any other commodity stars had an exchange value and a use value.

Their exchange value was an exchange of their image and labour forprofit through the production, distribution and exhibition of their imagewithin the film product and its related industries.

Their use value was a semiotic one, their image was used as a sign toinduce pleasure from their image and their performance and the publicityand the public response to that performance.

In their performances, stars have cultural connotations that exceedthose within the fictional codes of character and work to bind us into theworld of the film.Eg. "Pulp Fiction" - Vincent and Mia's dance - knowledge beyond that ofVincent the character and Travolta playing the character works on us ­Travolta the actor and his past roles comes into play ("Saturday NightFever"/"Grease").

This extends beyond the realms of the film, but adds to our enjoymentand involvement in the film.

In terms of distribution stars are a "trademark- they are "insurance" forthe industry. They guarantee audience through their familiar presenceand knowledge of past pleasures and enjoyment, but they also offer thenovelty appeal of something new as this is a new vehicle, a new film, adifferent role.

Stars are a marketing device, an "invitation to the cinema" and not justwith obvious marketing and publicity posters, trailers, interviews etc ­but also diffusely through

• Fan magazines and websites• Feature articles and gossip columns• News items and reviews• Other promotional activities they are involved in besides films ego

fashion, restaurants etc.

Stars are appealing because they are a dichotomy.• Ordinary &Extraordinary• Like us & Not like us• People &Commodities• Real & Mythical

In terms of exhibition and audience we pay to watch for pleasurewhatever form of pleasure that may be

• Identification• Escapism• Eroticism• Status• Cultural capital/kudos• Artistic appreciation• Professional respect/admiration• And the list goes on ..

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