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This shift marks a departure from the traditional methods of casting, once dominated by talent agencies and auditions, to a model where social media presence becomes a vital selling point to producers looking to secure funding for their projects.
Marketing Over Merit: The New Business Model
Analysts and commentators argue that studios now prioritize potential box office appeal and marketing strategies over the artistic capabilities of actors. Casting decisions are driven by the need for a built-in audience that celebrities can draw from through their social media platforms. This situation has established a new norm where having a significant follower count is almost a prerequisite to landing film roles.