Business Case Studies, Brands & Branding and Private Labels Case Study, Hollywood, Tom Cruise

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Brands & Branding and Private Labels Case Study

Case Title:

Tom Cruise at United Artists: The Potential Prospects and Perils

Publication Year : 2007

Authors: Kisholoy Roy

Industry: Entertainment


Case Code: BBP0073K

Teaching Note: Not Available

Structured Assignment: Not Available

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After a rather bitter break-up with Paramount Pictures, Tom Cruise, one of the partners of Cruise/Wagner Productions was reported to sign an agreement with Metro-Goldwyn-Mayer (MGM) to run United Artists, a subsidiary of MGM. The agreement was found to trigger a debate within Hollywood as on one hand while sources at MGM believed that the actor would be instrumental in bringing about a turnaround at United Artists, several other sources felt he could actually turn out to be a liability for the ailing studio.

Though Tom Cruise was a recognised brand in Hollywood and at one point of time, enjoyed overwhelming popularity in the industry, his controversial comments on subjects like Scientology, use of anti-depressants and certain developments in his personal life were however found to be responsible in negatively impacting his image.

Pedagogical Objectives:

  • To trace the timeline of United Artists, one of the classic iconic studios of Hollywood
  • To analyse the causes behind the decline of ‘Brand Cruise’ and its subsequent impact on studios who invested in the actor
  • To analyse the possible impact of the agreement signed between Cruise and MGM.

Keywords : Hollywood, Tom Cruise, MGM (Metro-Goldwyn Mayer), United Artists, Kirk Kerkorian, Charles Chaplin, Mission Impossible, Academy Awards, Golden Globe Awards, Scientology, The Oprah Winfrey Show, Paramount Cinemas, Superman, Pirates of the Caribbean, Brands & Branding Case Study, Spielberg

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