Movie stars may just be the most valuable tool in the Hollywood production toolbox. Without them the film industry would be missing its greatest connection to the audience.
We are all familiar with the phrase, "a star is born." This refers to a birth, not in the natural sense, but rather as a result of Hollywood's ability to effectively manufacture a movie star as efficiently as the auto industry manufactures automobiles.
During Hollywood's Golden Era, talent scouts literally searched both the United States and Europe with the hope of discovering potential film stars. A beautiful woman or a handsome man that may have appeared on a magazine cover, done some minor-league modeling, or had athletic success was all that was required to almost assure the opportunity of a screen test.
In fact, in many cases, any form of broad public exposure wasn't even necessary. Consider the very popular Lana Turner who was "discovered" merely sitting wearing a tight sweater on a drugstore stool. Those with star potential could be polished up a bit and used by Hollywood in a variety of ways, and if the public took a fancy to someone in particular a star may just have been born.
A great deal of effort and expense was used sorting through many thousands of potential stars. Why? Because, even before a films story, it was the films stars that brought the public to the movie theaters and kept them coming back.
Once "identified" through the publics reaction, the studio's factory-like response was immediate and the build-up would begin. Whatever it took...cosmetic surgery, fashion direction, acting lessons, anything at all that could help in the manufacture of a movie star was worth the effort if it could convince the public that they should, and would, love this new star.
Movie magazines were an important part of this process as they could generate and maintain interest in a new film star by filling the publics seemingly insatiable desire for stories and photographs of stars both established and new.
The film studios loved the impact that movie magazines had on the viewing public and willingly cooperated with their publishers by providing an endless supply of photographs as well as making the stars themselves available to pose for layouts.
Newcomers to potential stardom were usually cast in smaller roles to begin with and gradually given larger parts over time. Those newcomers, who found acceptance by the public, were matched with roles the public was perceived to want to see them playing. A final push toward stardom may include a major role, usually along side an established star of the opposite sex.
Matching a potential movie star to the right roles was critical. Audiences would develop a desire for a particular star to be used in a type of role that they associate with them. It was this "star persona" that, when accepted by the moviegoing public, told the film studios that they had a winner on their hands.
The end result was that a movie star is born...make that created.
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