Decline of The Star System
From the 1930s to the 1960s, it was somewhat regular for studios to arrange the contractual exchange of talent (directors, actors) for prestige pictures. Stars would sometimes pursue these swaps themselves. Stars were becoming selective. Although punished and frowned upon by studio heads, several strong-willed stars received studio censure & publicity for refusing certain parts, on the belief that they knew better than the studio heads about the parts that were right for them. In one instance, Jane Greer negotiated her contract out of Howard Hawks' hands over the limp roles he had been foisting on her. Olivia de Havilland and Bette Davis both sued their studios to be free of their gag orders (Davis lost, de Havilland won). After completing The Seven Year Itch, Marilyn Monroe walked out on 20th Century Fox and only returned when they acquiesced to her contract demands. The publicity accompanying these incidents fostered a growing suspicion among actors that a system more like being a free agent would be more personally beneficial to them than the fussy, suffocating star system. The studio-system instrument Photoplay gave way to the scandal-mongering Confidential. In 1959 Shirley MacLaine would sue famed producer Hal Wallis over a contractual dispute. This suit was another nail in the coffin. By the 1960s the days of the star system were numbered.
The conspiratorial aspect of the studio system manipulating images and reality, eventually began to falter as the world and the news media began to accept the dismantling of social boundaries and the manufactured virtue and wholesomeness of stars began to be questioned; taboos began to fall. By the 60s and 70s a new, more natural style of acting ("the Stanislavski Method") had emerged, been mythologized and enshrined; and individuality had been transformed into a treasured personal quality. With competition from TV, and entire studios changing hands, the star system faltered and did not recover. The studio system could no longer resist the changes occurring in entertainment, culture, labor, and news and it was completely gone by 1970.
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