Typically, the audience has to like or empathize with a film's protagonist in order to enjoy a film. This is often determined by how the character is written (which we will address later in the Character Development pages), but a character's likability starts first and foremost with casting. In major, big-budget films, casting choices come down to talent and marketability. No matter how talented an actor is, the audience will never know if they are unwilling to pay for a ticket. Critical acclaim is not synonymous with box office success. Thus, to guarantee both, it is safer to cast well-established actors that have proven themselves to critics and audiences alike. Some films (like Valentine's Day(2010), pictured below) rely almost solely on this tactic, resulting in blockbusters with big casts, but little substance.
Starring: Jessica Alba, Kathy Bates, Jessica Biel, Bradley Cooper, Eric Dane, Patrick Dempsey, Hector Elizondo, Jamie Foxx, Jennifer Garner, Topher Grace, Anne Hathaway, Ashton Kutcher, Queen Latifah, Taylor Lautner, George Lopez, Shirley Maclaine, Emma Roberts, Julia Roberts, and Taylor Swift…just to name a few
Even more fundamental to these casting choices is the fact that by simply recognizingan actor, audiences are far more likely to like a character, regardless of acting ability. Research in social psychology shows that "liking" (romantic or platonic) is primarily facilitated by three characteristics:
Familiarity (how knowledgeable of or personally close you are to the other person)
Similarity (how much you have in common or perceive as having in common with the other person)
Proximity (how close together you live, which does not apply since we never actually meet these actors)
The more that you see a person or do an activity, the more you will like it. This is known as the "mere-exposure effect." This phenomenon pervades every aspect of our lives. It is the reason that people who you never thought of "in that way" seem more attractive as the months go by. It's the reason why you hate your hair cut initially and then grow to love it. You get used to it, and when this happens, you automatically like it more. The same applies to who we see in movies. Every year, a few lucky young actors have breakthrough performances that attract attention. After this breakthrough occurs, getting big roles becomes significantly easier. Before this, it is nearly impossible. Moreover, audiences are more likely to see a film if they feel like they can identify with the characters and the story.
The familiarity concept applies to a film's creative team as well. Directors, producers, writers, and production companies like the ones below will bring in audiences, even without a well-known cast. When up-an-coming actors do breakthrough, it usually happens through a film with a big name director or producer.