How Star Power Affects Marketability in Film Releases

Name Talent

A name talent on a movie marquee can greatly influence how wide the distribution channel will be. This demonstrates how star power affects film distribution, as a recognized actor or director can draw in audiences more effectively. According to a study conducted by Stephen Follows and Bruce Nash, “Consumers respond to branding. They feel safe to try new things when they come under the banner of an already trusted brand.”

This article explored how name talent affects a production’s marketability and examined which genres rely more heavily on star power. My conclusion from this study is that star power only increases your chances for a wider distribution platform. It does not guarantee better reviews from critics or deliver a stronger story.

Star Reach

The article by Follows and Nash provides some interesting notes. Out of 877 independent films, a little under 40 percent had a famous cast member. In total, 338 films had a famous cast member.

Although having a star or multiple stars on the bill carries weight, it only represents 40 percent of independent films. The higher the budget, the more we see star power prevail. In my opinion, this is because there are more financial resources to pay the hefty price tag for A-list talent.

There are many ways a film can secure financing. However, the most profitable way to secure the biggest theatrical distribution is through packaging movie deals.

Packaging the Power of the Star

This packaging practice sparked a major battle in Hollywood in April 2019. The Writers Guild of America (WGA) and the Association of Talent Agents (ATA) clashed over these deals. The WGA argued that packaging misrepresented writers and compromised fair compensation.

On October 30, 2019, both parties were still at a standoff. The WGA wanted better payment terms for writers. Meanwhile, talent agencies continued to profit from packaging deals. These deals gave them a share of film revenue. This shifted the agent’s role from representing writers to acting as their boss.

Quality of Storytelling

Packaging deals have a huge impact on a film’s distribution success. However, focusing on name talent does not necessarily improve the quality of production or storytelling. Star power can attract attention, but it cannot replace a compelling narrative.

Movie Genres and Star Power

Genres that perform well with large distribution releases without name talent include drama, thriller, and horror. These genres often rely on strong stories and originality to succeed. Genres that struggle without star power include adventure, action, and comedy. These productions usually have high budgets. When considering how star power affects film distribution, studios invest significant amounts. They spend $50 million to $300 million, or even more. Star talent is almost guaranteed in these cases.

As an independent filmmaker, I constantly study market trends. Knowing which genres perform better with name talent is crucial. Understanding which genres succeed without name talent is equally important. This knowledge is critical to the success of the films I pursue.

There is a reason why they call them stars and why they are paid so handsomely. They are at the top of their craft and work tirelessly to hone their skills and elevate stories. They own their characters and bring depth to the narrative. That said, star power is not the ultimate factor in creating a breakout film. If the story does not command attention, there is only so much a star can do.

Nobody Knows Anything

The great William Goldman once wrote, “Nobody knows anything. Not one person in the entire motion picture field knows with certainty what’s going to work.” Every time out it’s a guess and, if you’re lucky, an educated one.

Stars are fleeting. One day they dominate the box office, the next they fade like dark matter in the solar system. Goldman’s statement, written 30 years ago, is even more relevant today. Budgets are breaking records. Packaging deals are evolving. Endless franchise sagas compete with story-driven content. Branded star power also competes with story-driven content. His words ring true: storytelling remains the most important factor.

Citing:

Follows, S & Nash, B. (2019, month unknown). Do You Need A Star To Get A Film Into Theaters? [Blog post]. Retrieved from https://americanfilmmarket.com/do-you-need-a-star-to-get-a-film-into-theaters/