«MORE THAN ANYTHING PEOPLE JUST WANT STARS»

Celebrities are "brands," says Peter Bart, editorial director of Variety and co-host of AMC's Shootout talk show about the movie industry. "Their name becomes ubiquitous, so even if they have failures, the brand has staying power and other revenue streams." Given name recognition, particularly in fast-growth overseas markets, a box-office star's reputation, even if faded, has drawing power, says Bart, a former film studio executive. «Once you achieve a certain level of fame, you're famous forever," says Hilton, whose adopted name is a play on Paris Hilton, the self-promoting heiress-turned-celebutante whose bootlegged sex tape spawned a thriving career as a personality, entertainer and spokeswoman. Indeed, while notoriety fuels some careers, it doesn't derail others — at least for long. Radio personality Don Imus revived his career just months after his on-air characterization of Rutgers University women's basketball players as "nappy-headed hos" ignited racial debates and chilled sponsors, prompting CBS Radio to fire him in April 2007. By year's end, Imus was on air under a new deal with Citadel Media. Posthumously, even Michael Jackson's legacy has been burnished from eccentric oddball and suspected pedophile to entertainment legend, underscored by booming sales and This Is It, the documentary that pulled in $260 million worldwide since its launch in October. Licensing experts say his songs and likeness could generate millions for years.

USA Today
Feb 2 2010