The Ulmer Scale's flagship publication, The Hot List, features bankability rankings for an unprecedented number of actors and directors -- more than 1,800 worldwide. Using a numerical, standardized survey and rating system derived from polling dozens of behind-the-scenes international power brokers, The Ulmer Scale scores each actor's and director's bankability by three different budget levels. The first is for "art house" movies costing up to $5 million; the second is for mid-range films in the $5 million-$25 million range; and the third level is for studio movies made for more than $25 million. The results of these surveys -- more than 150,000 scores -- 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 score), as well as a total score adding up the previous three (the highest possible being 300 points).These scores are assembled into The Ulmer Scale's closely-watched A+, A, B+, B and C lists -- and the often-referenced "Bottom of the Heap."
A CLOSER LOOK AT THE HOT LIST James Ulmer originally developed methodologies for measuring star power, or bankability, over 10 years ago as a respected entertainment and film business journalist. While reporting globally on film, he realized that many movie deals were being made in both the independent world and the international sales market that seemed to run counter to the conventional wisdom. Actors who were known for their high salaries had projects that weren't selling or performing in those markets, and others who seemed to pass under the Hollywood salary radar screen could have projects greenlit without a hitch. The dichotomy between published salaries and true value gave Ulmer the impetus to gather research that would quantify what a star or director is worth in an ever-changing marketplace. Using sources ranging from producers and studio executives to international distributors, foreign sales agents and bankers, Ulmer has been able to quantify the worth of an actor in real terms. These findings are compiled into his comprehensive industry guidebook, The Hot List which contains rankings and scores for more than 1,300 actors and 600 directors worldwide. The Ulmer Scale's Hot List is the industry's most respected quantifiable rating system for assessing the value of talent before the cameras roll and money has been spent. Among the key factors Ulmer's proprietary system takes into account are:
Ulmer's experts cut through the hype and hone in on the truth: Whose movies can be greenlighted on their name alone? While we all know Tom Cruise can accomplish that, what about Richard Gere or Denzel Washington? How do you compare Ashley Judd to Patricia Arquette? Who travels to do the publicity and support their films? And when they do travel, who works the press and distributors' circuit most successfully? Which actors behave professionally, and which don't? The Hot List doesn't stop there. It also measures the bankability of another key Hollywood resource: directors. Other than a handful of very high-profile helmers, such as James Cameron or Steven Spielberg, how can you tell if the banks or international distributors will back your project with a particular director attached? Ulmer and his associates give you the information you need to put your director together with the most advantageous group of talent, both behind and in front of the cameras.
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