According to James Ulmer of The Ulmer Scale, a 100-factor list that tracks who's hot and who's not (also called a "bankability score") in the entertainment industry, as of this writing, Will Smith, best known as one part of the rap duo D.J. Jassy Jeff and The Fresh Prince, and for the TV show The Fresh Prince Of Bel Air, and movies like Ali, and Independence Day, and Legend, is the most bankable star at the top of The Ulmer Scale.
Meanwhile, Two And A Half Men star Charlie Sheen, who was officially fired by Warner Bros today, is "tanking," according to a phone conversation this blogger had with James Ulmer, the list's creator.
Right now, Ulmer says Sheen, is "not bankable," and explains that Hollywood insurance bonding agencies may not be willing to take a chance on him because of the enormous costs associated with losing a day of shooting on a movie set because of, say, an actor's break to enter drug rehab.
What's The Ulmer Scale?
The scale look at "how risky it is to hire actors to make movies," says Ulmer. According to its website, The Ulmer Scale...
"...scores each actor's bankability by three different budget levels. The first is for "art house" movies costing up to $8 million; the second is for mid-range films in the $8 million-$30 million range; and the third level is for studio movies made for more than $30 million...The results of these surveys are then compiled and ranked by a 100-point index. Each actor is assigned four scores next to his or her name. There is one for each of the three different budget levels of a film (up to 100 points per budget level), as well as a total score adding up the previous three (the highest possible being 300 points). These scores are then assembled into The Ulmer Scale's proprietary A+, A, B+, B, C and D lists -- and the closely-watched "Uppers" and "Downers" lists of the biggest gainers and losers in star power.
Does Twitter Help Sheen?
Will Sheen's social media success help? Sheen's set the record time of reaching 1 million followers on Twitter, and has worked to monetize the medium for himself. "Right now," says Ulmer, "Sheen's toxic." Ulmer can't see that money will come pouring out for the son of Martin Sheen. Plus, Ulmer, who's based in Hollywood, says Charlie's not listening to the people who he's formed relationships with.
Hollywood's Not Happy With Sheen
One of those people is Two And A Half Men creator Chuck Lorre, who cancelled production of the last four episodes of the series after Sheen called him by his real name Chime Levine. Since Lorre's real name is Jewish, the comment was seen by some in the Jewish community as Anti-Semetic. But Sheen claims that since some in his family, including his mother, are Jewish, he wasn't being Anti-Semetic. Still, the damage is done. "Hollywood's very sensitive to Anti-Semetism," Ulmer said, "what Charlie said was something you don't do."
Will Smith and Johnny Depp Rise
Meanwhile, Will Smith, who currently commands about $20 million per film, chugs along. He scores 100 the top of a list that includes Johnny Depp with 95 score, Brad Pitt (88), Tom Hanks (87), George Clooney (86), Will Ferrell (85), Reese Witherspoon (85), Nicholas Cage (84)m Leonardo DiCaprio (81), and Russell Crowe (81).
What About The Women?
If you note, there's only one woman in Ulmer's Top 10 List, Reese Witherspoon, and the reasons given for this by Ulmer himself are eyeopening and unfortunate: "Hollywood is sexist," he says. "It's tough for women. And they're viewed as more bankable in ensemble roles." So that's why you don't see a lot of women action heros in movies, and it may be one reason why it's taken so long to get a movie version of "Wonder Woman" off the ground. Ulmer reports that the recession's made it harder for women to land well-monetized roles.
On his website, Ulmer says:
Women sustained the most wide-ranging losses. Former no. 1 female star Julia Roberts slipped 11 points to 12th place overall with 80 points, moving off the A+ list for the first time in 15 years due largely to her reduced workload in the past two years. However, Roberts still managed to come in second among women after top-seated Reese Witherspoon, who scored 85 points to earn 7thth place among all stars in The Ulmer Scale’s global bankability survey of film industry professionals. Witherspoon is the only woman to make the Hot List’s Top 10 List.
Hollywood's Losing Ground To The Web
While Charlie Sheen may not be bankable in Hollywood, one fact provides a ray of hope for the entertainment legend: Ulmer says that the overall larger number of platforms other than movies have damaged the overall value of Hollywood's actors. "Stars’ scores have shrunk because they must increasingly compete for eyeballs with all kinds of screens beyond the silver one," Ulmer reports on his website.
That may provide some comfort to Charlie Sheen. Now that he's fired from his gig on Two And A Half Men, Sheen will have more desire than ever to succeed online. His success could spell the beginning of the end of Hollywood's dominance in providing paid work for actors.
Stay tuned.
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