This paper looks at the star system and its contribution to the development of Hollywood public relations and advertising strategies.
Written in 2008; 1,755 words; 6 sources; MLA; $ 56.95
Paper Summary:
The writer of this essay explains that the Hollywood star system was developed prior to the 1920s, but perfected by the 1930s as a way to develop a studio 'brand,' and keep people coming to the cinema week after week. The writer notes that by finding, training, developing and promoting talent, Hollywood's studio moguls were able to control product and insure on-going success. In this article, the writer explores how the star system was created and how it contributed to Hollywood's enduring success. The writer discusses that this contrasts with European cinema, which tended to be far more personal, director-driven and less oriented to developing a 'brand,' other than for the specific director.
Outline:
Introduction
The Impact of the Star System on Film
Origins of the Star System
1920s: Rise of Star Power
1930s: Decade of Studio Power, Heyday of the Star System
Conclusion: The Breakdown of the Star System
From the Paper:
"The studios were able to weed out the independents through the above-named actions. They were helped by the environment and technology as well. Specifically, the coming of the 'talkies' in 1927 made it more expensive for studios to produce competitive films. This helped to weed out the less-competitive independent studios. Secondly, the Crash of 1929 and the subsequent Depression had a negative effect on weekly film attendance, making it more difficult for less widely-distributed or financially weaker films to survive. As a result, the studios were able to consolidate their movie-making and -distribution strategies, and to increase their bargaining power with their stars.
"There were monumental battles between the stars and their studio heads--but only where the stars felt that they could withhold their services and do real damage to their bosses."
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