This
is a simple but highly useful audience/narrative theory, which also
reflects standard marketing thinking (question 1 a potential distributor
will ask of a film production: who's the star?).
Richard Dyer's (
Amazon book list) landmark
1979 book Stars argued that the star system was central to how the media operate, and how we read texts.
Heavenly Bodies: Film Stars and Society (his 1986 follow-up)
used case studies of Hollywood icons from the golden era, examining
'the ways in which audiences simultaneously construct and consume a
particular star's persona' (
Wiki).
You might see parallels here with much later web 2.0 theorists such as
Gauntlett and Gillmor and such declarations as "the former audience"
(see
this post for associated material on this).
The
point here is that your text's narrative extends well beyond the film
opening, 4 minute video, or even the wider promotional package.
I thought about this when reading a
Film Guardian feature on Tom Cruise and director Christopher Nolan's insistence on diegetic as opposed to CGI stunts:
It goes deeper still though, into the weird contract we draw up with
ourselves when we watch film. “Tom Cruise is doing that for real!” we
exclaim to ourselves as we see Tom Cruise doing some casual rappelling.
“Whoa!” We never truly watch blockbusters as pure narratives, but
instead are constantly aware in their place in a wider ecosystem of
celebrity, in which Cruise also has divorces and jumps on sofas and
twinkles next to fans. We’re in awe of Cruise-as-Hunt rather than Hunt
himself. (Tom Cruise, Christopher Nolan, and the new anti-CGI snobbery)
The excellent MediaKnowItAll site has a useful entry
on this, considering not just the film angle but also how the music
industry inculcates this approach to its modes of operation:
A
star is an image not a real person that is constructed
(as any other aspect of fiction is) out of a range of materials
(eg advertising, magazines etc as well as films [music]).
Their
entry is copied in below, but is best appreciated on their site, where
you can also click around and find further useful material.
