With budgets tightened everywhere, and competition heightened in every entertainment division, the increased importance of hitting the mark the first time a program or advertisement is aired has increased the demand for celebrity involvement. The rich are getting richer. And of course these monies are coming out of the pockets of the declining middle class of commercial actors. In other words, advertisers and marketers should have seen this labor dispute coming. Obviously there are economic reasons why Michael Jordan is sleeping on mattresses of money because of his McDonald's ad spots while the third actor on the left who plays Ronald gets far less pay.
Advertisers believe the celebs influence buying habits.
But in the interest of making sure the wheel keeps turning, marketers ought to consider the needs of the lesser-knowns. If you are willing to throw cash at someone who commands a fan following, you'd better be prepared for a backlash from those who are simply trying to get by. Play fair now with those who hawk your wares, and you will avoid messy strikes later on. In a world where celebrity commands status and power, commercial producers had best share the pie today or risk alienating the actors they ignore today but will be courting tomorrow. Adam Throne a New York-based writer, has seen Star Wars more times than was recommended by Alec Guinness.