Martin Scorcese’s new film with Leonardo DiCaprio, Shutter Island, took the lead in the box office this past weekend, earning an astounding $40.2 million — a record opening weekend for Scorcese. Shutter Island is the latest in a string of extraordinary performances by Hollywood heartthrob turned seriously talented actor, Leonardo DiCaprio. With incredible cinematic performances in Gangs of New York, The Departed and Blood Diamond, DiCaprio is clearly building an iconic celebrity brand that will outlast typical Hollywood pretty-boys.
Why has the sexy, fall-over-heels, Titanic romantic transitioned into serious, challenging lead roles in The Departed and Blood Diamond? How is DiCaprio building an iconic celebrity brand? There are three distinct stages for pretty-boy leading men to build an iconic Hollywood celebrity brand:
- Stage 1: Break through as a heartthrob using looks and sex appeal in a starring role
- Stage 2: Transition into more serious roles to get respect
- Stage 3: Explore your talent by pushing boundaries and moving outside of your comfort zone
Consider the careers of three fall-head-over-heels leading men: Leonardo DiCaprio, Johnny Depp and Brad Pitt. Sex appeal makes ladies love them and talent makes men want to be them. In the 1990s, DiCaprio built his celebrity brand in dramatic leading roles where he could show-off his pretty-boy charm and good looks. Man in the Iron Mask (1998), Titanic (1997), Romeo + Juliet (1996) and Marvin’s Room (1996) focused on DiCaprio’s good looks, much like 21 Jump Street (1987-1990), Cry Baby (1990) and A Nightmare on Elm Street (1984) did for Johnny Depp and Johnny Suede (1991), River Runs Through It (1992) and appearances on 21 Jump Street and Growing Pains did for Brad Pitt.
The second stage is about letting your talent shine through. Looks can only take you so far in Hollywood, just as in music. Much like ‘N Sync or the Backstreet Boys good looks had an expiration date, so do Hollywood heartthrobs. While you might reach celebrity status with your good looks, talent is key to developing a sustainable celebrity brand. That means taking on more diverse acting roles that don’t just leverage your good looks, but your talent. DiCaprio transitioned from pretty boy to serious actor with The Beach (2000) and Catch Me If You Can (2002), followed by more complex roles in Gangs of New York (2002), The Departed (2006), Blood Diamond (2006) and Shutter Island (2010). Johnny Depp did a 180 from his pretty-boy role in 21 Jump Street by starring as a disfigured “scissored” man in Edward Scissorhands (1990) and a creepy B-director in Ed Wood (1994).
DiCaprio is still in stage two because he hasn’t solidified his celebrity legacy. Stage two might re-enforce celebrity status by transitioning from pretty-boy to serious actor, but how do you build an iconic celebrity brand like Johnny Depp, Clint Eastwood and George Clooney? Legendary music diva, Madonna has some answers. She constantly pushes her boundaries by re-inventing her image — from music sex goddess to enlightened diva to cowboy lover. Now, she partners with famous artists, such as Justin Timberlake, to keep her celebrity brand relevant and alive.
Johnny Depp’s career parallels Madonna in many ways. He re-invented himself in Edward Scissorhands, again in Ed Wood and now in Pirates of the Caribbean and Alice in Wonderland. Beyond re-inventing himself, Johnny Depp partners, just as Madonna partnered with Timberlake, with Tim Burton on the majority of projects. Charlie & the Chocolate Factory (2005), Corpse Bride (2005), Sweeney Todd (2007) and Alice and Wonderland (2010) are several Tim Burton films Depp starred in. DiCaprio could partner with George Clooney or Clint Eastwood in a series of serious drama or intelligent comedies. Or, looking at DiCaprio’s relationship with Martin Scorcese (starring in Scorcese’s Shutter Island, The Departed, Gangs of New York, The Aviator), he could easily follow Johnny Depp’s path. Will he be the next Johnny Depp or Brad Pitt? Considering his current path, he’s on the road to celebrity icon status.
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