The contribution of actors in film production and distribution: exploring the antecedents of the drawing power of stars

ABSTRACT

The ability of film stars to attract viewers is a widely accepted rationale for hiring expensive actors. However, the precise mechanisms behind this ‘drawing power’ remain unclear. By reviewing the existing literature, six possible antecedents of drawing power are identified. Artists with high acting abilities (i) increase a film’s artistic appeal, (ii) function as markers of quality and (iii) facilitate the matching process with the right audiences. Widely popular, commonly perceived as beautiful/handsome but often less talented actors, on the other hand, rather (iv) facilitate the marketing campaigns of films, (v) offer entertaining interactions with famous personalities and (vi) provide manifold opportunities for gossiping. Based on a discussion of the implications for theory and a preliminary analysis of a sample of Hollywood actors, managerial recommendations for those who have and those who depend on star drawing power are developed.

KEYWORDS:

• Drawing power
• screen actors
• stars
• star power
• motion picture industry

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Kay H. Hofmann

Kay H. Hofmann is Professor of International Management at Osnabrück University of Applied Sciences and holds a doctorate degree from Zeppelin University. His research focuses on applied media economics and global strategy. His work has been published in journals such as Journal of Economics and Management Strategy, Journal of Media Economics and Applied Economics.