Stardom, Physicality, and Excess in High Concept

“Apart from the formal composition, other factors within the high concept films, particularly pre-sold aspects, also generate excess within the films. Perhaps the most significant pre-sold property from a commercial standpoint is the human capital, the star, which is attached to a project. Economically, stardom can be conceived as the patent on a unique set of individual human characteristics. These characteristics would include purely physical aspects, with many stars defined first and foremost through their beauty. The uniqueness of the star can similarly motivate moments which are excessive within the films.”

Justin Wyatt, HIGH CONCEPT: MOVIES AND MARKETING IN HOLLYWOOD, p. 31

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