Here's a disturbing story that I'm sure made my friend Ed Esposito bristle; the New York Times reports that Angelina Joli made a deal with People Magazine for exclusive photos of her twins. There's nothing really wrong with that. Celebrity based media often pay for content. It's not unheard of for a magazine, TV or even online media to pay large sums for photos and interviews. As a result People had its best selling issue in seven years. But what makes this story interesting according to reports is exactly for which Ms. Joli bargained and received.
It's no secret that Angelina and her husband Brad Pitt are among the beautiful people. No matter where they go in the known universe there are dozens, sometimes hundreds of blasting flashes and shuttering irises sucking in their every move. It is also no secret that Joli knows how to use this celebrity. She is an ambassador for goodwill toward Africa and has been in Iraq on several occasions to support the troops and the fledging government.
If you really want to irritate her, call either of them Bradjolina.
When the Time Inc. owned magazine wanted to "purchase" the exclusive rights to photos of their infants Joli saw this as an opportunity to control something that had eluded her and all celebrities, her image. This is a woman who is serious about personality management. She does things to balance Hollywood triviality with social responsibility. I am not saying she is insincere, but she is more than deliberate in choosing her causes. Now she has proven that she can also manipulate those who serve that image up to the supermarket-line standing public.
Ms. Joli and her team of image doctors have parlayed the birth of three children and the adoption of her Cambodian son into more than 10 million dollars, half of which was donated to charity. But telling in the bidding process is a seemingly innocuous line item: "Publications are invited to comment on their editorial plans upon submission of their bids." That is a shot across the bow of an independent press. Now to be fair, celebrity news is hardly a pillar of the fourth estate, but as we blur the lines between news and entertainment, a subtle suggestion like this becomes a leading indicator.
The magazine vehemently denies any such arrangement, but as the New York Times examined the subsequent coverage in an article by Brooks Barns last week, gone were the pejoratives such and Bradjolina and some of the other unflattering clichés one has come to expect from the Startabs. Whether this coverage resulted from careful manipulation by Joli or capitulation of the media is a matter of interpretation. But everyone close to the topic seems to have the same impression: she is scary smart when it comes to having a say in what we think about this beautiful couple doing beautiful things both on and off the screen.
If she can do it successfully, and by all indications she has, you can bet a step-by-step manual is in the hands of every entertainment lawyer and management team wherever stars collect. Reading those celeb spotlight articles is not at all like listening to the top and bottom of the hour news on WAKR or reading the news sections of AkronNewsNow.com, but now the gap has widened considerably.