A New York Times article reveals that People magazine let actress Angelina Jolie tailor the celebrity magazine’s future coverage of her as part of a deal for exclusive baby pictures. People – owned by Time Warner Inc. – denies that allegation in the story.
It’s not hard to believe film stars and their publicists call the shots with celebrity media – TV shows, magazines and new media – by selectively granting access in exchange for understandings—either explicitly stated in writing or informal.
Stars have the upper hand as evidenced by People’s Aug. 18 issue – with Jolie on the cover as part of a deal pay-for-pictures – that was the magazine’s best-selling in seven years. The New York Times article by Brooks Barnes notes the accompanying People article was flattering to a fault, including not using “Brangelina,” which is the phrase celebrity media uses for Jolie and Brad Pitt as a power couple. The two actors are known to dislike the word.
“While all celebrities seek to manipulate their public images to one degree or another, Ms. Jolie accomplishes it with a determination, a self-reliance and a degree of success that is particularly notable,” notes the New York Times article. The article claims she doesn’t use a formal publicist, but media advisers include her personal manager who supervises career decisions.
The big film stars routinely hire personal publicists, with whom stars typically have long term relationships, though the publicists work at publicity agencies. Star publicity is a part time job with spurts of activity followed by lulls, so the agency set up allows a publicist to handle a pool of stars to keep fees rolling in.
As the book “Marketing to Moviegoers: Second Edition” states, stars’ personal publicists typically get paid by film productions – not the talent – which creates an odd tension when personal publicists argue with decisions of film producers who are paying their salaries.
Regardless of who helps Jolie with her media management, the New York Times article says that “Jolie expertly walks a line between known entity and complete mystery, cultivates relationships with friendly reporters and even sets up her own photo shoots for the paparazzi.”
She is among passionate Hollywood activists who are not above exerting naked power when it suits their business needs. For the premiere of “A Mighty Heart,” her kidnap drama that later bombed at the box office, journalists were obliged to sign agreements restricting their coverage to gain access.
The New York Times article notes the restrictions stated that “The interview may only be used to promote the picture. In no event may interviewer or media outlet be entitled to run all or any portion of the interview in connection with any other story (and) the interview will not be used in a manner that is disparaging, demeaning or derogatory to Ms. Jolie.”
While zealots in protecting their careers, Jolie and Pitt also established a charitable foundation that distributes sizeable amounts of their money to worthy causes.
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