Commentary

The Star System

RAM-The Star SystemYou've got Jennifer Aniston lined up for your next Web series. Or maybe Patrick Dempsey. No? Well, you better lock one of them up, because digital producers are having a hard time getting projects off the ground unless a star is attached.

Neil Patrick Harris just completed "Dr. Horrible," Rosario Dawson's featured in "Gemini Division" and Napoleon Dynamite's Jon Heder is planning to star in a Web show. So series creators are feeling more pressure to land celebrities. The team behind "The Writers Room" on Sony-owned Crackle said that for a second season to be picked up by Sony they'll need a heavy celebrity-cameo quotient.

"It's more competitive now and when it comes down to why will someone watch your shows versus someone else, like TV or film, star power will take on a significant meaning," said Brad Roth, one of the co-founders of Stun Creative. Sony and William Morris, agents for Stun Creative, are reaching out to stars.

"Gemini Division," the first project from NBC's new digital studio, premiered online with film star Rosario Dawson. Having a celebrity attached to the show was critical, said Cameron Death, vice president of NBC Universal Digital Studio. "It gives us instant credibility and recognition to differentiate against what I call 'two guys in a garage.' When I look at us as a network we are about A-list talent, high-end production and the ability to create a safe place for brands to play. Having Rosario Dawson attached makes that an easier conversation to have," he says.

Her star power paved the way for NBC to land brand name advertisers for the show like Intel, Cisco, Microsoft, Acura and UPS. Like in the movie and TV business, stars put butts in seats and bring in the bucks. Web video is not so different as it turns out.
Next story loading loading..