Question:
Can stars still be counted
on to create audiences for a movie in the New Hollywood?
Answer:
Not necessarily. In the old days
of the studio system, just the mention of Clark Gable,
Carol Lombard or equivalent stars on a marquee might
have been enough to guarantee a good share of the huge
weekly audience, regardless of the movie. But
nowadays a new audience has to be created for each movie,
and just the name of a star may not be sufficient for
that genesis. Leonardo DiCaprio, for example,
appeared in three films over the course of a single
year: Titanic, The Man in the Iron Mask, and
Celebrity. Titanic was the highest-grossing
film of all time, earning nearly $900 million in worldwide
theatrical rentals, while The Man in the Iron Mask
earned only a fraction of that– $80 million–
and Celebrity brought in a scant $3 million.
The huge difference among the results may be accounted
for by many variables– such as the differences
in genres, stories, directors, roles, co-stars, or marketing
campaigns– but the fact remains that there was
no DiCaprio Effect; the appearance of DiCaprio could
not, on its own, guarantee a large opening audience,
even for two films that followed closely in the wake
of one of the most successful films ever made.
Even Julia Roberts, today’s highest-paid actress,
cannot be relied on to automatically draw a consistently
large audience, as the numbers for her two consecutive
romantic comedies illustrate. The first, My Best
Friend’s Wedding, earned $127.5 million in
theatrical rentals, while the second, Everybody
Says I Love You, earned only $12 million. Same
star actress, same genre, same romantic twist, same
year– but one film drew ten times as many people
to theaters as the other.
Audiences are fickle even when it comes to their favorite
male stars, such as Tom Hanks, who gets up to $29 million
a film. He also appeared in two proximate movies with
vastly different results: That Thing You Do
earned $14 million in theatrical rentals, and Saving
Private Ryan earned in excess of $200 million.
Or consider the back-to-back openings of two Eddie Murphy
movies in 2002, The Adventures of Pluto Nash
and I Spy. Although both films cost approximately
$100 million to make, and in both Murphy is cast in
the role of a civilian battling criminals, over twenty
times as many people went to the opening of I Spy
as went to The Adventures of Pluto Nash.
While a big name certainly helps to get a movie made,
it isn’t enough, by itself, to create a huge opening
weekend anymore.
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