The How?

Who to Approach

When choosing what actors to approach, the project should have a variety of acceptable options and be flexible with casting. The project should consult with their sales agent to determine what stars will bring what value. There are a large number of talented actors who would do a great job in a particular role but do little to increase the potential sales price of the film. It is important that the project use its cast budget in areas that will have the most impact by landing the star power that will bring the largest sales dollars for the lowest cost.

The Script

Before approaching talent of any level, the script must be in a polished and presentable form. If the opportunity arises to have the script read by a notable actor who may choose to attach to the project, the script should be in a completed form. Many stars receive screenplays from experienced screenwriters and producers on a regular basis and will not spend the time reading something that is still in development from an unknown writer.

The Role

Be realistic about what roles best fit the top talent the project can afford. It may not be feasible to cast a big name for the starring role that will require filming for the entire run of the show, but it could be possible to land them in a supporting role that will film in one to five days. It is more difficult and expensive to get a star to commit for a longer period of time.

Also be aware that locking in a star for a one-day cameo may not be the way to go because it often requires a premium to be paid. Their agents know that the project is trying to capitalize on the star’s name with little value for the actor in the role. A sweet spot is finding a three-to-five day role that can be shot in consecutive days. This will give the actor a better and more creative role that can carry a portion of the film without feeling that their participation is solely so their name can be put on the poster.

The Schedule

When approaching big name talent for roles, it is important to be flexible and not be schedule too far in the future. Agents (and the actors themselves) will not want to commit to small roles in independent films that will preclude them from potentially larger projects that they may be offered.

It is easier to land talent if the shooting schedule works around any of their other pre-existing commitments, essentially filling up a free slot in their schedule. This can get tricky if the talent needs to travel for the role, so if the role can be shot in a location that is easily accessible to the talent it makes the scheduling easier (and is often more cost effective). A recent Dawn’s Light production, Money Plane, was able to cast Kelsey Grammer in a supporting role by scheduling shooting days around his existing schedule and filming close to his home. By making filming simple for the actor, it is easier to get them to agree to the project.

The Offer

Not unlike the stock market, the rates for actors fluctuate depending on the market forces of supply and demand. This is heavily influenced by the performance of their most recent projects and their current standing in the opinion of the public. With a little research and reaching out it is possible to get estimates on what the actor has recently been paid and what value they were able to command when the film went up for sale. Armed with this information, the project can construct a reasonable offer for the role. Keep in mind that actors may be willing to take a reduction in their standard rate if they get to work with a filmmaker or talent they are a fan of, or if the role has the chance to earn them artistic acclaim and potential awards.

Reaching Out

Getting the offer, role, schedule and script to the targeted big name stars can be a challenging feat on its own. While no one method is definitively better than another, the three most tried and true are:

Through a Casting Agent

A reputable casting director will be able to provide information on actor availability and current quotes as well as provide an “in” to certain agents. Maybe even more valuable, the casting director will be able to steer the project away from actors that are unattainable or that will waste time in the negotiation process. Good casting directors are not inexpensive, but a good casting director will not only take the responsibility of reaching out, but add credibility to the project as a whole.

Through Known Producers/Contacts

The old adage “It’s not what you know, it’s who you know” is as true in Hollywood as it is anywhere else. Many actors and their agents are more inclined to work with producers and talent that they know and have worked with in the past. Finding a producer that the actor or agent has worked with in the past to help make the introduction will help get the ball rolling. It may be worthwhile to attach such a producer to the project purely for the introductions they may make. It can be as challenging to get a producer to sign onto a project as a big name actor, but the film community is a small place and with some legwork and networking a connection can be made.

Reaching Out Directly