The Star System and Hollywood PR

Paper Summary:

This paper explores the creation of the Hollywood star system, set up to encourage people to go to the cinema. This system, beginning in the 1920s, transformed the film actor into a kind of popular studio 'brand', which kept audiences coming back. The paper notes that the Hollywood star system contrasted with European cinema culture, which tended to be far more director- (rather than star-) driven and less oriented toward developing a brand. Finally, the paper discusses how the star system has contributed to Hollywood's enduring success, as is evident in today's star-centered movie culture.

Outline:
Introduction
Origins of the Star System
1920's: Rise of Star Power
Conclusion: The Breakdown of the Star System

From the Paper:

"The Impact of the Star System on Film The star system is so intimately intertwined with Hollywood of the pre-World War II era that celluloid and stars cannot be separated. Indeed, the Star System is what created an American dominance in a medium that was, after all, developed by the French and Germans, and in which the Americans were relative latecomers to the genre.
"The Star System is about more than the actors who played in Hollywood films. The stars were those special beings who created a link with their audiences. In many cases, and particularly during the silent movie era, the stars' draw was universal: Charlie Chaplin (a British native but naturalized American) was a universal "brand," known as Charlie around the world (and "Charlot" in the French-speaking world), equally powerful in Berlin or Miami.
"There is only one Hollywood in the world. Movies are made in London, Paris, Milan and Moscow, but the life of these cities is relatively uninfluenced by their production. Hollywood is a unique American phenomenon with a symbolism not limited to this country. It means many things to many people. For the majority it is the home of favored, godlike creatures (Powdermaker)."

Sample of Sources Used:

• Bellanger, M et al. Mary Pickford. Toronto: Library and Archives Canada, 2005.
• Botnick, V. "Growth of the Star System (1909-1920) ." American Film Institute (2007): n.p.
• Dinks, T. "Film History of the 1930's." 2007. filmsite. 29 October 2007 <http://www.filmsite.org/30sintro2.html>.
• Gallagher, B. "Some Historical Reflections on the Paradoxes of Stardom in the American Film Industry, 1910-1960." Images Journal n.d.: n.p.
• Kindern, GA. The American Movie Industry: The Business of Motion Pictures. Dallas: The Southern Methodist University Press, 1982.

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