The very idea of Hollywood seems to convey a sense of wonder and amazement amongst its loyal followers and moviegoers. The industry is synonymous with phrases such as “the dream factory” or “movie magic”; it is where people can practice escapism. However, even with the “magic” that the industry is able to produce, it is still a business and has followed a certain system (also known as the studio system). This particular system and its ability to reinvent itself have enabled Hollywood to withstand time and revolutionary changes that have threatened the industry itself.
The most important and crucial aspect of the studio system has to be the emphasis that Hollywood placed on its film celebrities and their “star” qualities. Major film studios approached the business as a vertically integrated one, which meant that each studio controlled all aspects of production and distribution. They developed their own unique gathering of actors, writers, directors, and technicians that worked with the heads of the companies to produce certain types of films. With this system in place, Hollywood realized that members of the viewing audience were keen to see certain celebrities on the screen. They had developed a sense of loyalty and adoration towards certain actors and actresses and were willing to watch the movies as long as their favorites were showcased. Instead of emphasizing the type of movie or storyline, the studios marketed the celebrity actors as commodities. They took advantage of this growing phenomenon by putting the most popular celebrities in as many movies as they could and creating a specific storyline to showcase the actor or actress’ talents.
For example, MGM boasted that they had the greatest ensemble of actors (which were contracted to work only with that company) which included Judy Garland. She was extremely popular with moviegoers; the studio used her as another way of hyping or promoting other stars. The studio consistently type-casted her as a naïve, innocent young lady, one that the audience grew to expect would burst out into dance and song at least once during a movie. Thus, audience members began to associate her with a certain genre and would go into a movie starring Judy Garland with the expectations that she would perform a certain way. And because this genre was so successful, MGM became known for its consistent production of musicals.
Even today’s film studios take in account who they cast in their movies. Many moviegoers will base their decision on whether or not they will see a movie on the film ensemble. If it is someone that they enjoy watching or have a sense of loyalty towards, chances are, he or she will see it despite the weak premise, storyline, or other technical aspects. Many actors and actresses have also started a trend of working with the same people over again to the point where moviegoers expect a certain style from them. Examples include director Tim Burton working with Johnny Depp to create absurdist and dark films, Adam Sandler and Rob Schneider with their multiple tongue-in-cheek comedies, and Wes Anderson and Bill Murray with their dry-humor-driven films. Even if the movie itself does not show much promise, people will still go to see these movies because of the people behind and in the movies. Even actors and actresses criticized for their lack of talent will still bring in ticket sales as long as a loyal fan base is willing to pay. In addition, celebrities are also used in advertisements to push products: “you will be like Angelina Jolie if you use this perfume!” Even glancing at a cover of a tabloid in a supermarket will tell someone exactly how celebrity-driven our society has become. Actors and actresses are scrutinized, followed, and photographed as people obsess over their most intimate and private details. The idea that an actor is a commodity is still very prevalent.
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