The onset of revolution in American cinema started at a time when moving pictures started gaining traction. The film industry was based on technological advancement experienced during the 19th and the 20th centuries. Phenomenal growth in the film industry was exhibited by the transformation of short videos into comprehensive production features. The creation of what is today popularly known as the movie star; Hollywood generated renewed interest way past the confines of the modern theater. In consequence gossip surrounding the celebrities in addition to their lifestyle has become the order of the day. Though the attraction of Hollywood celebrity has grown past the paradigms of the big screen and has taken over the whole popular culture and entertainment scenes, it is agreeable that the onset of movie star played a critical role in redefining the overall production and exhibition of the whole film industry.
The advent of runtimes brought forth longer and complicated storylines that eventually became popular and lucrative in the entertainment sector. This prompted the audiences to not only be attentive to film plotline but also to the actors in the films. Changes in the manner in which audiences perceived the film industry were soon accompanied with a paradigm shift in the manner in which film producers presented their products.
The development of the movie marked the true potential that can be obtained from the film industry and increased the diversity of the film industry which equally generated interest from enthusiastic audiences. Unlike the previous years when movies were considered as technological exhibition, movie stars made become more artistic. The actors and actresses became the center of focus in popular culture but their potential in the film industry was undermined in majority of the time. It can be noted that the onset of the film industry was marked with the names of the actors remaining anonymous which was prompted by the fear that advertising the movie star`s names would make them ask for improved salaries (Star System, 148).
Celebrity transition was propagated by film pioneer Carl Laemmle who worked against the monopolies through his attempt to devise unique niches in the film industry through the creation of his own movie production company. The idea behind the movie company was to promote audiences` appeal for movie stars. Laemmle used varied strategies to spark celebrity interest and drive ticket sales in 1910 (Publicity and Promotion, 361-362). For instance, he not only made the promotion of celebrities his first priority, but also worked on creating some of the greatest celebrities such as Mary Pickford who has until present been regarded as the first and greatest female celebrity of all time. Stars sold more pictures than never before and the rise of movie stars such as Pickford created the ideal fame that made it possible for movie stars to start embracing their celebrity status in a whole new level.
Over the course of time, movie stars have dominated the headlines and the eventual attraction of the film instead of the overall production, technological advancement, and the story. Accompanied with the growth of the importance of movie stars, there was eventual development of screen movie star personas. In consequence, some actors established their persona that in the end made it possible for their fans to adore the posters within the given film genre. Each and every film genre was characterized with stars and action heroes such as Douglas Fairbanks to Theda Bara. The star heroes provided the repetitive qualities that were previously seen in performances that differentiated each film from the numerous star-driven movies during the time (Star System, 147). For instance, when audiences thronged into Mary Pickford`s films they were well informed of the type of film they involved themselves in which facilitated their ability to come up with precise tastes and opinions concerning the cinema. Poignantly, the push for independent film played a critical role in creating capitalistic diversity which is still being experienced in the movie industry.
It is worthwhile to note that the unavoidable rise of the movie stars ideally came at a cost in the sense that the audiences publicly exhibited their obsessiveness towards the individual stars instead of the film story. The celebrity concept became apparently common and was embraced by the film enthusiast. The scenario was even further fueled with the masses beginning to follow specific stars may it be musicians, Broadway performers, and athletes. Nevertheless, Hollywood`s early stages was marked with the actors and actresses not receiving equal attention in comparison to the others as a result of a unique cinematic art that defined each one of them which is now strongly propagated in Hollywood. As the film stars began joining the common known celebrities as the epicenter of the public eye, the media was equally entangled in the tussle by starting to focus on the personal lives of the celebrities. The increased attention and admiration made it possible for the movie stars to lead a high profile life that was characterized with enormous wealth and power (Sklar, 78).
Wealth, fans` attention, and common association with other celebrities resulted in the common but talented performers to get in the bandwagon of being entangled in compromising situations in order to gain success. In consequence, the 1920s era was characterized with scandals in the Hollywood scene. The scandals were not the same as Laemmle`s publicly orchestrated stunts innovated in the 1910s. For instance, the most famous scandal involved the Roscoe “Fatty” Arbuckle trial who is regarded as the most successful comedian during his generation. Roscoe was caught in compromising circumstances after he was found with an actress who had been raped and murdered. Even though Arbuckle was eventually acquitted of the crimes, the general public`s obsession with the case stirred a social and media storm. During the time, scandals were not new concepts, but in Arbuckle`s case, Hollywood was brought into a whole new level. The scandals caused disruption in the beliefs on the movie stars private life in comparison to their onscreen image (Star System, 148).
The infatuated audiences thought that the actors and actresses lived the life they portrayed, on the big screens; the public would be left in dismay after realizing that the actors never portrayed in real life situations. The movie stars had overwhelmingly taken over in entirety of the realms of entertained. The actors had become the most critical in differentiating films and also played a focal point in attracting capital from outside sources (The Hollywood Star System, 99). Apart from the idea that the stars amassed phenomenal attention, they movie stars also created a unique social hierarchy only experienced in the film and entertainment industry. The elevation of a small group of performers at the expense of the majority of the actors fragmented the film industry and resulted in the forestalling of a new sense of oppression among the non-famous actors and actresses (Homes, 99). Though the film industry was at the early stages of development, it developed cutthroat exclusivity that was based on each movie star.
It was a common scenario to find aspiring talent languishing though harsh times as supporting cast members while longing for that day they would become revered movie stars. The harsh times were characterized with low pay, long working hours, which came with no fame and other accolades that were only exclusive to the already established stars. The movie star system led to the establishment of a Hollywood royalty system that comprised of the kings and queens of the prevailing show business system of dance, music, and theater. In addition, the creation of the movie star led to fans developing a unique following that increased the movie star system`s powers. This was accompanied with increased scrutiny of the stars` lives while their power continued expanding. The most common intricate existed between the stars and fans as their obsessive and irrational conduct stirred the intensity of the advent of movie stars.
In conclusion, transition of the movie stars from just show casers of the upcoming picture technologies happened through a period of rapid progression. The movie star concept achieved its intended purpose courtesy of the scandals, on and off screen personas, and public stunts that made it possible for it to intrigue and also increase familiarity within the audiences. Unlike before, the audiences were granted the opportunity to choose among the various movie stars and film genres. In consequence, the films both grew and diversified to become of the most consumable entertainment and a change that was publicly visible in the form of movie stars was born and changed the world of entertainment forever. The birth of the movie star marked a phenomenal period in the film industry which eventually resulted in the creation of the celebrity institution.
Works Cited
Homes, Sean P. "The Hollywood Star System and the Regulation of Actors' Labour, 1916-
1934." Film History 12.1 (2000): 97-114.
Publicity and Promotion. Schirmer Encyclopedia of Film. Ed. Barry Keith Grant. Vol. 3. New
York: Schirmer Reference, 2007. p355-362.
Star System. Schirmer Encyclopedia of Film. Ed. Barry Keith Grant. Vol. 4. New York:
Schirmer Reference, 2007. p147-153.
Sklar, Robert. Movie-made America: a Cultural History of American Movies. New York:
Vintage, 1994. 40. Print.
