Star system (film)
From Wikipedia, the free encyclopedia
The star system was the method of creating and promoting film stars in Classical Hollywood cinema. Studios would select promising young actors and create personas for them, often inventing new names and even new backgrounds. Examples of stars who went through the star system include Cary Grant (born Archie Leach), Joan Crawford (born Lucille Fay LeSueur), and Rock Hudson (born Roy Harold Scherer Jr.).
The star system put an emphasis on image rather than on acting, although discreet acting, voice, and dancing lessons were a common part of the regimen. Women were expected never to leave the house without makeup and stylish clothes. Men were expected to be seen in public as gentlemen. Morality clauses (see Clara Bow) were a common part of actors' studio contracts.
Just as studio executives, public relations staffs, and agents worked together with the actor to create a star persona, so they would work together to cover up incidents or lifestyles that would damage the star's public image. It was common, for example, to arrange sham dates between single stars and starlets to generate publicity, especially if one of them was homosexual (as in the case of Rock Hudson, Tab Hunter, and others). Tabloids and gossip columnists would be tipped off, and photographers would appear to capture the romantic moment. At the same time, a star's drug use (such as Robert Mitchum's arrest for marijuana possession), drinking problem, divorce, or adultery would be covered up with hush money for witnesses or promises of exclusive stories (or the withholding of future stories) to gossip columnists.
[edit] Beginnings of the star system
In the early years of the cinema (1890s-1900s), performers were not identified in films. There are two main reasons for this.
- Stage performers were embarrassed to be in film. Silent film was only considered pantomime. One of actors' main skills was their voice. They were afraid that appearing in films would ruin their reputation. Early film was also designed for the working class. Film was only seen as a step above carnivals and freak shows.
- Producers feared that actors would gain more prestige and power and demand more money.
Thomas Edison and the MPPC forced filmmakers to use their equipment and follow their rules, since they owned the patents of much of the motion picture equipment. The MPPC frowned on star promotion, although, according to research done by Janet Staiger, the MPPC did promote some stars around this time.
The main catalyst for change was the public's desire to know the actors' names. Film audiences repeatedly recognized certain performers in movies that they liked. Since they did not know the performers' names they gave them nicknames (such as "the Biograph Girl," Florence Lawrence, who was featured in Biograph movies).
Producer Carl Laemmle promoted the first film star. He was independent of the MPPC and used star promotion to fight the MPPC's control. Laemmle acquired Lawrence from Biograph. He spread a rumor that she had been killed in a streetcar accident. Then he combated this rumor by saying that she was doing fine and would be starring in an up-coming film produced by his company, the Independent Motion Picture Company (IMP).
The development of film fan magazines gave fans knowledge about the actors outside of their film roles. Motion Picture Story Magazine (1911-) and Photoplay. They were initially focused on movies' stories, but soon found that more copies could be sold if they focused on the actors.
Also, precedents set by legitimate theater encouraged film to emulate the star system of the stage. Theater stars in the late 19th century were treated much like film stars came to be treated by the middle of the 20th century.
