In pairs, list five films you have liked that has at least one very famous actor in it Now list five films you have enjoyed that have actors you had not recognised in advance Which list was easier to write? Marketing and Star Images
The importance of Star Images Why do you think stars are important 1.To audiences? 2.To producers? Is the star of a film more important than the genre?
The benefits of a star Recognition factor A star as a ‘mark of quality’ A star as a generic signifier The promotional benefits Interviews Press interest Pre-existing fan base Appeal Appeal outside of film roles – we feel we ‘know’ stars through their life outside of films Perception of a star persona – a quality that makes them ‘different’ from the ordinary Image and values– representing ideas about sexuality, gender, race, etc
How does the public perception of the star relate to the film? Are they reinforced or contradicted? How is the image of the star used to create meaning for the film? What part does the star play in creating the poster’s meaning?
How does the public perception of the star relate to the film? Are they reinforced or contradicted? How is the image of the star used to create meaning for the film? What part does the star play in creating the poster’s meaning?
How does the public perception of the star relate to the film? Are they reinforced or contradicted? How is the image of the star used to create meaning for the film? What part does the star play in creating the poster’s meaning?
Never Let Me Go was a British box-office failure, though had fairly good reviews. What went wrong with the marketing? Genre?
A case study in marketing
Original 2004 Cinema release poster
2004 DVD cover Initial cinema and DVD release profits were very modest
An earlier film success – note the subliminal similarities
2007 DVD re-release covers – UK & US editions The re-release was more successful. Why?
How does the public perception of the star relate to the film? Are they reinforced or contradicted? How is the image of the star used to create meaning for the film? What part does the star play in creating the poster’s meaning?
How does the public perception of the star relate to the film? Are they reinforced or contradicted? How is the image of the star used to create meaning for the film? What part does the star play in creating the poster’s meaning?
Stars – Case Studies What is consistent about the star image across the following marketing campaigns?
Make a list of the qualities that are consistent across Johnny Depp performances
‘Positioning’ a star on the market What image does Emily Blunt live up to? To what extent is her public persona a ‘construct’?
Serious actress or Eye-Candy?
Is this just the tried & tested way of promoting young actresses?
Guardian Review of The Young Victoria The casting of Emily Blunt as Young Victoria was much anticipated. Certainly by me. This is a star who in the past has impressed with her smouldering mischief, knowing smile and old-fashioned sexiness… Emily Blunt is a black-belt minx: Keira Knightley isn't in her league. But this applies to naughty roles only. Now she has to be nice, and any naughtiness is suggested only by exasperatingly oblique suggestions: a skittish little skip here, {or} attempting a pencil sketch of her fidgety young suitor from Germany. Blunt is never really allowed to let rip. All that coiled feline sensuality stays coiled.
Guardian Interview with Emily Blunt Feb 2010 Emily Blunt is curled up on a sofa in a West End hotel suite, wearing a cream dress peppered with black dots. It is a few weeks before her 27th birthday; she has long brown hair and blue Cleopatra eyes laced with a knowing wit… On screen Blunt has sometimes cultivated a certain haughtiness, which she has described in the past as her "head girl demeanour", but in person she's fizzy and easily amused. Blunt announced recently that she didn't care if anyone thought she was a sell-out for making the Wolfman. "People were, like, 'Why have you strayed away from independent films?' I thought, 'Give us a break! I've hardly done anything but independent films.' I think Benicio put it best. He said, 'C'mon, man. I like candy too, y'know?' That's how I feel. Why should you have to atone for making big movies?"
Stars questions How important are stars to the film industry? To what extent are stars ‘constructed’ by the industry? To what extent are stars ‘constructed’ by fans? How ‘powerful’ are stars? Is it important to British audiences to see British stars on screen?