IBM, the technology behemoth, began its life as International Business Machines. They made rudimentary adding machines, mostly for merchants and small businesses. Ray Kroc, the impresario behind the McDonald’s empire of hamburgers, was originally in the ice cream manufacturing industry, selling electric blenders for the preparation of milk shakes.
At a certain point in every business, the people in charge have to make a decision: do we keep doing exactly what we’ve been doing, or should we diversify our product line? The in-vogue term for this kind of strategic move is “pivot,” and the business press is full of companies contemplating, or in the midst of, some kind of major pivot from one thing to the next.
Being a celebrity is a business too – in many ways a more cut-throat and unforgiving one than making hamburgers or adding machines. Celebrities, unlike technology concerns or chain restaurants, don’t really have what is called, in business jargon, defensible businesses. The keys to success in the film and television business are fairly non-exclusive: you must be reasonably attractive and you must be able to speak clearly. That’s about it. As Spencer Tracy, the iconic Hollywood movie star, put it, the trick to being a great actor is knowing your lines and not bumping into the furniture.
Los Angeles is an international magnet for attractive people from all over the world. For almost a century, young people have been arriving there – and yes, they’re mostly young – with dreams of riches and stardom, only to discover that every other pretty face from every other outback town has had the same idea. In Hollywood, there’s always someone a little richer, a little more famous and a notch or two higher on the beauty ladder than you are.
Which is why smart celebrities keep expanding their corporate offerings. Jessica Alba – without question one of the most dazzling and alluring young movie stars around – must have noticed at some point the long line of newer, fresher Jessica Alba’s gathering in audition rooms, appearing in smaller parts, generally moving closer and closer to her level of prestige and power. She must have realised, smartly, that movie stardom is a fleeting thing – sort of like being a professional athlete – and that eventually she’d be replaced with a more recent product. This is, after all, an industry in which it’s not unknown to send out a casting notice for a “younger” version of whoever is in fashion. Even when he was a fresh face in his twenties, there were casting directors out scouting for a “young Tom Cruise”.
Jessica Alba, though, took a page from IBM and McDonald’s book – she got into a new line of business. Along with a few partners, Alba is an owner and executive of a cleaning products company called The Honest Company, which is currently valued at almost $2 billion (Dh7bn). That’s a figure well in excess of whatever she might have made as a movie star.
Reese Witherspoon, the talented and accomplished actress, has opened a small clothing and housewares design business, along with a charming boutique in Nashville, Tennessee. Her products are simple, fun, sunny knick knacks and accessories for the home, along with tasteful and classic women’s clothing. It’s a smart way to hedge against the uncertainty of the entertainment industry. Actor Ashton Kutcher is an active venture capitalist, and has invested in some of the tech industry’s most high-flying companies. Rapper 50 Cent made tens of millions with a mineral water business when he sold the company to Coca-Cola. Robert De Niro has ownership in a swanky New York hotel, as well as the Nobu chain of upscale sushi restaurants. And everyone knows that music entrepreneur Dr Dre sold his headphones company to Apple for $3bn.
Being a movie, television, or music star these days is really just a springboard to a better line of work – something with a much bigger upside and no age limitations. Alba and Witherspoon can keep selling their wares well into their sixties and seventies, should they wish to. Kutcher, who hasn’t been in a feature film or television series in years, can relax with his Silicon Valley riches. Hollywood can move on to whatever the hot new thing is without dooming them to bankruptcy or, worse, anonymity. They’ve diversified their portfolios, which as any savvy investor will tell you is the safest and smartest move to make.
There are still young, attractive hopefuls pouring into Hollywood daily, eager for their shot at fortune and celebrity. The smarter ones, though, realise that stardom – now more than ever – is a fleeting and financially risky move, and are actively searching for ways to branch out. The most successful Hollywood aspirants will end up treating their careers, and themselves, the way Ray Croc treated his milkshake machines – as a place from which to pivot to another more lucrative and dependable business. It’s not enough to be a rich, attractive movie star anymore.
Rob Long is a writer and producer in Hollywood
On Twitter: @rcbl
Company%20profile
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Uefa Nations League
League A:
Germany, Portugal, Belgium, Spain, France, England, Switzerland, Italy, Poland, Iceland, Croatia, Netherlands
League B:
Austria, Wales, Russia, Slovakia, Sweden, Ukraine, Republic of Ireland, Bosnia-Herzegovina, Northern Ireland, Denmark, Czech Republic, Turkey
League C:
Hungary, Romania, Scotland, Slovenia, Greece, Serbia, Albania, Norway, Montenegro, Israel, Bulgaria, Finland, Cyprus, Estonia, Lithuania
League D:
Azerbaijan, Macedonia, Belarus, Georgia, Armenia, Latvia, Faroe Islands, Luxembourg, Kazakhstan, Moldova, Liechtenstein, Malta, Andorra, Kosovo, San Marino, Gibraltar
COMPANY%20PROFILE
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CONFIRMED%20LINE-UP
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JAPAN SQUAD
Goalkeepers: Masaaki Higashiguchi, Shuichi Gonda, Daniel Schmidt
Defenders: Yuto Nagatomo, Tomoaki Makino, Maya Yoshida, Sho Sasaki, Hiroki Sakai, Sei Muroya, Genta Miura, Takehiro Tomiyasu
Midfielders: Toshihiro Aoyama, Genki Haraguchi, Gaku Shibasaki, Wataru Endo, Junya Ito, Shoya Nakajima, Takumi Minamino, Hidemasa Morita, Ritsu Doan
Forwards: Yuya Osako, Takuma Asano, Koya Kitagawa
Company%20Profile
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THE SPECS
Engine: 3.5-litre supercharged V6
Power: 416hp at 7,000rpm
Torque: 410Nm at 3,500rpm
Transmission: 6-speed manual
Fuel consumption: 10.2 l/100km
Price: Dh375,000
On sale: now
The specs
Engine: 2.0-litre 4-cyl
Power: 153hp at 6,000rpm
Torque: 200Nm at 4,000rpm
Transmission: 6-speed auto
Price: Dh99,000
On sale: now
Details
Through Her Lens: The stories behind the photography of Eva Sereny
Forewords by Jacqueline Bisset and Charlotte Rampling, ACC Art Books
COMPANY%20PROFILE
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COMPANY%20PROFILE%20
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Greatest of All Time
Starring: Vijay, Sneha, Prashanth, Prabhu Deva, Mohan
Company%20Profile
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ILT20%20UAE%20stars
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The specs
Engine: Long-range single or dual motor with 200kW or 400kW battery
Transmission: Single-speed automatic
Max touring range: 620km / 590km
Price: From Dh250,000 (estimated)
Mohammed bin Zayed Majlis
Confirmed%20bouts%20(more%20to%20be%20added)
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Veil (Object Lessons)
Rafia Zakaria
Bloomsbury Academic
UAE'S%20YOUNG%20GUNS
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MATCH INFO
Quarter-finals
Saturday (all times UAE)
England v Australia, 11.15am
New Zealand v Ireland, 2.15pm
Sunday
Wales v France, 11.15am
Japan v South Africa, 2.15pm
Company Profile
Name: Thndr
Started: 2019
Co-founders: Ahmad Hammouda and Seif Amr
Sector: FinTech
Headquarters: Egypt
UAE base: Hub71, Abu Dhabi
Current number of staff: More than 150
Funds raised: $22 million
Kill%20Bill%20Volume%201
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The%20specs
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Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
Some of Darwish's last words
"They see their tomorrows slipping out of their reach. And though it seems to them that everything outside this reality is heaven, yet they do not want to go to that heaven. They stay, because they are afflicted with hope." - Mahmoud Darwish, to attendees of the Palestine Festival of Literature, 2008
His life in brief: Born in a village near Galilee, he lived in exile for most of his life and started writing poetry after high school. He was arrested several times by Israel for what were deemed to be inciteful poems. Most of his work focused on the love and yearning for his homeland, and he was regarded the Palestinian poet of resistance. Over the course of his life, he published more than 30 poetry collections and books of prose, with his work translated into more than 20 languages. Many of his poems were set to music by Arab composers, most significantly Marcel Khalife. Darwish died on August 9, 2008 after undergoing heart surgery in the United States. He was later buried in Ramallah where a shrine was erected in his honour.
Film: In Syria
Dir: Philippe Van Leeuw
Starring: Hiam Abbass, Diamand Bo Abboud, Mohsen Abbas and Juliette Navis
Verdict: Four stars
SPECS
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Jawan
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COMPANY%20PROFILE
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The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
Rating: 3/5
Company%20Profile
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Porsche Macan T: The Specs
Engine: 2.0-litre 4-cyl turbo
Power: 265hp from 5,000-6,500rpm
Torque: 400Nm from 1,800-4,500rpm
Transmission: 7-speed dual-clutch auto
Speed: 0-100kph in 6.2sec
Top speed: 232kph
Fuel consumption: 10.7L/100km
On sale: May or June
Price: From Dh259,900