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, the property of the studio. The studio produced, distributed and exhibited the "star image" and just like any other commodity stars had an exchange value and a use value. Their exchange value was an exchange of their image and labour for profit through the production, distribution and exhibition of their image within the film product and its related industries. Their use value was a semiotic one, their image was used as a sign to induce pleasure from their image and their performance and the publicity and the public response to that performance. In their performances, stars have cultural connotations that exceed those within the fictional codes of character and work to bind us into the world of the film. Eg. "Pulp Fiction" - Vincent and Mia's dance - knowledge beyond that of Vincent the character and Travolta playing the character works on us Travolta the actor and his past roles comes into play ("Saturday Night Fever"/"Grease").
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This extends beyond the realms of the film, but adds to our enjoyment and involvement in the film. In terms of distribution stars are a "trademark- they are "insurance" for the industry. They guarantee audience through their familiar presence and knowledge of past pleasures and enjoyment, but they also offer the novelty appeal of something new as this is a new vehicle, a new film, a different role. Stars are a marketing device, an "invitation to the cinema" and not just with 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 pleasure whatever 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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