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Tough Times Ahead For Stars?

  • Ad Age, Tuesday, August 29, 2006 11:30 AM
Viacom Chairman Sumner Redstone's takedown of Tom Cruise last week could be a harbinger that other Hollywood stars might take to heart, reports Ad Age. The trade magazine says the "Great American Movie Star, an institution built on a mass-media environment that's rapidly splintering," could soon face challenges. Of course, that doesn't mean it's all over for Cruise, Will Smith, Jim Carrey and company. In the media and marketing world, star power still remains incredibly influential. But Redstone's move may be a "watershed moment for the nature of celebrity." After all, it comes when the industry is wrangling with what talent is worth in a "Snakes on a Plane" environment. In this climate, consumers can manufacture engaging content on the cheap and make talent out of nobodies in the time it takes to say "Rocketboom."

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