In order to better explain Classical Hollywood movie studios' "Star System", I am going to start off this blog by exemplifying the term with a contemporary example.
Take into account the following two actors: Johnny Depp and Angelina Jolie. Characteristically, these two actors are typecast as the following:
JOLIE:
JOLIE:
- Physically attractive
- Seductive, mysterious, intelligent
- Strong, independent
DEPP:
- Physically attractive
- Complex
- Versatile
Usually, fans go see THEM in movies, rather than the whole movie itself. I wouldn’t be surprised if “Pirates of the Caribbean” and “Salt” had been major “flops” had their lead actor/actress been some nobody without the appeal that these two have accumulated. The effect of Jolie and Depp’s popularity on the success of the movies they are representing is an example of the “Star System”.
Now, please take a few minutes to look at the following clip: Watch from 2:00 mins. onward.
The “Star System” was introduced in the Hollywood Classical Era, which spanned from the 1920’s to the 1940’s. This system was used by major movie studios in order to attract attention to their films and subsequently have them become successful. In my words, here’s the way the Star System works:
- Famous movie stars attract an abundance of fans.
- An abundance of fans equals increased movie attendance (to the films the stars are attached to)
- Increased movie attendance equals large sums of money
- Large sums of money equals tangible “Success”
- Tangible success means more money for new movies
- New movies mean more money
- And so on...
THUS, movie studios took advantage of movie stars’ popularity to promote and profit from their own movies.
Effect of the "Star System" on movies:
The effect that the "Star System" had on movies was that often the movies would revolve around the stars themselves. Naturally, attention was paid to the plot, set design, secondary characters, etc. However, the biggest effect of the system was that the success of the movie depended on the "bankability" of the star. Because of this dependency, the films had to portray the stars in a heightened way in order to increase their "starness", if you know what I mean. Consequently the films did spend an awful lot of time glorifying the actors that were going to fund the studio's next assembly-line project.
Another effect of the Star System on movies was that studios realized the attraction potential that big names had. Consequently, studios paired up two movie stars to double the effect of their advertising. As a result, we have movies such as "Casablanca", in which Humphrey Bogart and Ingrid Bergman portray once-lovers. This pairing, because of the grandeur of the two stars together, has become an iconic couple.
Also an effect of the "Star System" on movies was that each movie star's name served as a stamp, as a label of what to expect. For example, if Clark Gable's name was on the marquee, audiences would know that the movie was going to be like: Probably one that revolves around a villain (usually Gable) who feigns extreme masculinity in order to hide his weaknesses.
The effect that the "Star System" had on movies was that often the movies would revolve around the stars themselves. Naturally, attention was paid to the plot, set design, secondary characters, etc. However, the biggest effect of the system was that the success of the movie depended on the "bankability" of the star. Because of this dependency, the films had to portray the stars in a heightened way in order to increase their "starness", if you know what I mean. Consequently the films did spend an awful lot of time glorifying the actors that were going to fund the studio's next assembly-line project.
Another effect of the Star System on movies was that studios realized the attraction potential that big names had. Consequently, studios paired up two movie stars to double the effect of their advertising. As a result, we have movies such as "Casablanca", in which Humphrey Bogart and Ingrid Bergman portray once-lovers. This pairing, because of the grandeur of the two stars together, has become an iconic couple.
Also an effect of the "Star System" on movies was that each movie star's name served as a stamp, as a label of what to expect. For example, if Clark Gable's name was on the marquee, audiences would know that the movie was going to be like: Probably one that revolves around a villain (usually Gable) who feigns extreme masculinity in order to hide his weaknesses.
Example of "Star System":
An example of the "Star System" is Clark Gable because of his continuous appearance in MGM films. An article about the actor's life written in the NY Times states, "By 1932, he was a star at MGM where, except for being loaned out on occasion, he'd remain for the next 22 years." (http://movies.nytimes.com/person/10097/Clark-Gable/biography). During those 22 years, Gable served as bait, if you will, to attract millions of moviegoers to MGM films. Some of his numerous films include: The Painted Desert, Dance, Fools, Dance, A Free Soul, Possessed, etc. His name, his distinctive voice, and his trademark moustache were a sure bet: As long as he was in a film, fans would faithfully watch the movie, regardless of plot or quality. The New York Times also states, "Gable enjoyed a he-man image created by the MGM publicity department, and perpetuated it on his own" (http://movies.nytimes.com/person/10097/Clark-Gable/biography). It was this image, the image of the reluctantly charming macho and leading man, that kept audiences faithfully at his side, allowing MGM to grow richer while Gable fans swooned over the "King of Hollywood". Images from Google Images
Video: http://www.youtube.com/watch?v=aXGfDsENVCE
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