The one hour season finale of The Hills recently aired on MTV prior to the showing of the MTV Movie Awards. The movie awards are consistently marketed as MTV’s biggest event of the year. This has proved legitimate with the number of stars in attendance, as well as the quality of performers/presenters. MTV’s decision to place The Hills in the slot usually reserved for the always popular red carpet special is a testament to the level of popularity the hit “reality” show has attained to date. This popularity has and will continue to effect the entertainment industry in a number of significant ways:
Developing a Fan Base
The ’09 season finale saw the departure of the beloved Lauren Conrad (LC to Hills faithful). Conrad’s exit for bigger and better things was an inevitable consequence (whether bigger and better things actually exist is a question for an entirely separate article). The bottom line is that stars mature. As their celebrity materializes, they realize that there must be more substantial ways they can impact the world other than entertaining teenagers with producer created “drama.” Conrad is a prime example of this. She established a fan base with her age bracket during the running of “Laguna Beach.” This base followed her in captivation as she grew up right before their eyes. Her fans were interested in her development; they related to her because they were progressing through the same stages of their lives. She showed the world how the “alpha” teens lived and her lifestyle became the benchmark for millions of high schoolers across America.
With Conrad’s departure, MTV will experience the departure of all of these fans who have tagged along solely because of their attachment to LC. MTV must re-create this “LC Effect” with the younger generations today. They must establish an early relationship and attachment, and as a result, will be able to bank on this for years to come. The non-existence of this integral element of reality T.V. will end in failed projects and wasted income. Take The Hills spin-off “The City”: MTV attempted to benefit from the popularity of seldom seen “Hills” alum Whitney Port, and the show has been limping along despite lavish production. What is missing? The relationship between Port and the her fans. Her fan-base (if any) is rooted in shallow soil. If MTV wants “Hills” style shows to have a future, they must begin airing when the stars are still in their teens. Although the early shows might not have tremendous popularity, the groundwork that is established is integral to the success of the show in later years.
Residual Fame
The extreme popularity of ”The Hills” and similar shows has translated into direct fame for all the characters. With this fame, comes demand. Demand by the public to see more of all the featured stars. Whether it be a development to the big screen, commercials, or simply more t.v., the public just wants more. These up and coming “stars” will need representation to guide them through the initial chaos and overwhelming nature of new-found fame. We live in a world where more and more stars are famous for being famous. Pick up any US Weekly and browse the pages. As you see the socialites of today, ask yourself what they are famous for. Sad as it may be, this is the current state of the entertainment industry and the sooner we accept this, the sooner we can capitalize on it. Agents should begin targeting young reality stars who have yet to realize their potential fame. The fame will come, and when it does, the smart agents will be in a position to place their new stars in the forefront of young Hollywood.
The overall message is simply that reality style character development shows must develop a fan base before they can experience long term success. If the networks recognize this and take action, agents should start closely monitoring the progress of these new stars, because before long they will be in the position “LC” is in right now…banking on fame.