The Rules of the Game

To be clear, Reynolds and Lively are not wholly without agency. They probably do love each other, want to be married, even want a quasi-private wedding. But the fact remains: They are stars, and stars are constantly engaged in the publicity game. And in that game, no move is without consequences.

While the primary objectives of that game endure—achieve fame; maintain fame; profit from fame—the rules have changed. The transformation of the studio system, the subsequent transition to “freelance” Hollywood labor, and the rise of digital technologies have fundamentally altered both basic and advanced strategies for “winning” the publicity game.

Ads via The Deck