GTO 3987 on Mulholland

GTO 3987 on Mulholland

Saturday, November 1, 2008

Arnold Schwarzenegger

In the early 80s. I founded an organization that mimicked the old Hollywood studio system. We had a hundred actors and a dozen writers and directors at any given time. With this base, the company was like a guerilla army that could make movies effectively anytime the decision was taken. In addition to creating work for these creative individuals in our own projects, we undertook the strategic management of their individual careers so that they were also working in mainstream Hollywood productions. The first thing that happened when a new member came into the fold was to establish his or her 'signature'--that which only he or she could offer as a product.

The promoting of an actors 'signature' was vital since generic jobs are few and far between in Hollywood. It has always astonished me that men and women in the business world seldom recognize this aspect of developing a career and present themselves in a manner that classifies them as a utility player rather than a specialist.

An actor asked me if being defined by 'signature' would be limiting. I told him yes, in the same way that Arnold Schwarzenegger had been limited to multi-million dollar paydays playing Terminator-style roles.

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