1. The document discusses the role and importance of stars in the film industry. Stars are seen as commodities that have commercial value and embody certain social and cultural values. 2. Richard Dyer's framework for analyzing stars includes their economic role as capital for studios, as investments, and as a major budget outlay. Bela Balazs suggested stars could have god-like qualities in film. 3. A star's persona is constructed through their roles, media coverage, and physical appearance. Their persona circulates through both films and secondary media texts.

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

2. 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.

3. 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.

4. 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.

5. Film theorist BelaBalazs (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?

6. Homework Examples of how celebrity is used to sell a film Star as visual image attraction Use of star names to draw in target audience Placed above title of the film Use of directors names-celebrities in their own right

7. 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?

8. 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

9. 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?

10. 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’

11. ‘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 )

12. 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

13. 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

14. 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?

15. 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.

16. 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

17. 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?

18. 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

19. 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)

20. Star persona vs real life 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? Recent reports about Miley Cyrus show that the star persona that she created for Hannah Montana and her actually true identity are at odds

21. 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)

22. 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?

23. 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

24. 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?

25. 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?

26. Role of genre Seeing genre as a marketing tool for the industry