Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: FRIDAY, January 21, 1994 TAG: 9401210334
SECTION: EXTRA PAGE: 2 EDITION: METRO
SOURCE: By DEBORAH WILKER FORT LAUDERDALE SUN-SENTINEL
DATELINE: LENGTH: Medium
The Walt Disney Studio - fed up with petulant stars who refuse to chat up their new movies - is toying with a new pay system that might reward actors who promote their projects, and punish those who continually duck the publicity circuit.
That means some actors may not receive their entire paychecks until the studio is satisfied that they have done everything possible to make the film a hit. If a contract calls for a $4 million payout, that last million may not come until the star has spent time with Jay, Dave, Arsenio, ``PrimeTime Live,'' countless radio shows, daily newspapers, cable outlets and magazines too.
Of course that's a huge PR load, even for celebs who like to gab. But you can't blame Disney executives for trying. Movies cost so much, there's just no way any studio can afford to kiss-off the golden marketing value of celebrityhood because the star feels cranky. Or wants to go skiing. Or wants to be alone.
The Garbo syndrome is nothing new, but in recent years it has been flourishing with new vigor, and that has some studio execs fuming.
Among the most problematic: Young (often bratty) film and music starlets who are barely out of the gate are advised by managers and agents that exposure can kill a career.
Shades of your mother: Don't be so available. Be a little secretive. Make him come to you.
The problem, of course, is that with the exception of the very few, nearly everyone in Hollywood has to play the game at some level if they want to sell their wares. Even veteran mega-stars.
Kevin Costner and Clint Eastwood, who ignored virtually all publicity requests for their recent flick ``A Perfect World,'' can only wonder if the film might have succeeded had they come out to play.
Perhaps Mariah Carey, Paul Simon, Rod Stewart and Paula Abdul (among many others) could have performed to sold-out houses on recent tours. If only they had landed on a few front pages as they approached each new town, perhaps there would have been a little last-minute enthusiasm at the walk-up ticket window.
Now comes the possibility of bribing top performers to do what should be a regular, everyday part of their jobs. This is particularly absurd since these people have chosen public life and most are already earning millions.
And let's not even imagine just how much more orchestrated their conversations might become when there's an extra million on the table just to show up.
While it's understandable that some actors may be genuinely nervous on live TV; may not be proud of their latest film (could be a clunker); or may have their own reasons for disliking the media (perhaps they were treated unfairly or encountered an unschooled reporter), the vanishing act is old already.
How about a world in which celebrities form relationships with fans and media even when there is no movie to sell or ticket to move? A world in which the star visits Jay Leno between projects - just for fun?
Leno even suggested this when he took over ``The Tonight Show.'' It was his goal, he said, to return this nightly hour to something other than blatant hucksterism.
Conversation, just for the art of it. How novel.
by CNB