The star system in classic Hollywood was one of the key elements that allowed big movie studios to survive, and one of the factors that has more or less stayed strong in movie marketing today. As said in Monday’s lecture, “Stars were tangible products of immaterial production,” and because of this movie studios were able to better sell their films based on the involvement of certain actors or actresses. The appeal of certain talent became so proven that they were able to sell a movie regardless of what it was about. Some stars would even have their name billed above the movie’s title on theater marquees.
Studios began producing films appealing to the popular demand of certain stars rather than specific genres. Star vehicles, promoting certain actors/actresses stable set of recognizable traits from movie to movie became more of the norm and stars would be put under contract and shared amongst studios for promotional purposes.
One particular example of a star used by the studio system was Judy Garland. Garland was a star attached to MGM from childhood, possessing an amazing singing voice that the country fell in love with, resulting in her being cast in numerous music related projects by the studio. Her stardom would be used to attract attention for other MGM stars. Garland was probably most famous for her role of Dorothy in The Wizard of Oz.
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