Forbes
6/26/2013 @ 7:13AM |707 views
Angelina Jolie Is The Most Powerful Actress On Our Celebrity 100 List
Dorothy Pomerantz, Forbes Staff
Angelina Jolie didn’t
have to tell the world why she had been out of the spotlight for
months. She could have said that she was just spending time with her
large family or taking a much-needed break after years of working
nonstop.
Instead the actress chose to open up about her preventive double
mastectomy. Jolie, who carries a gene that puts her at an elevated risk
for breast cancer, explained her decision in a New York Timesop-ed that sparked both support and controversy.
Jolie’s ability to shape a national conversation while earning one of
the highest paychecks in Hollywood makes her the most powerful actress
on ourCelebrity 100 list. Jolie ranks 41st overall with $33 million in earnings. Much of that comes from her upfront pay for the movie Maleficent,
Disney’s new take on the old Sleeping Beauty story. Jolie stars as the
wicked queen in the movie, which is scheduled for release next summer.
The second most-powerful actress on our list is newcomer Jennifer Lawrence, who ranks 49th with $26 million. It’s hard to think of an actress who had a better year than Lawrence. She started 2012 withThe Hunger Games,
which grossed $690 million at the global box office, making it one of
the highest-grossing movies of the year. Lawrence was paid less than $1
million upfront for her work on the film but she made up for that with a
much fatter paycheck to revisit the role of Katniss Everdeen for the
sequel,Catching Fire.
Angelina Jolie
Never one to shy away from controversy, Jolie recently shared with the world that she had undergone a voluntary double mastectomy because she carries a gene that puts her at a high risk for breast cancer. Her revelation sparked plenty of debate and showed again why Jolie is one of the most powerful women in Hollywood. It also explained her recent time out of the limelight but she's back in full force now with a big payday under her belt for Maleficent, Disney's new spin on the Sleeping Beauty story.Johnny Depp And Britney Spears Fail To Make The 2013 Celebrity 100
Comment Now
Follow Comments
Don’t be alarmed, Depp fans: he is indisputably still one of the most powerful celebrities in Hollywood. But in our time frame, June 2012 to June 2013, Depp had something of a career lull. He earned an upfront fee for playing Tonto in Jerry Bruckheimer‘s update of The Lone Ranger last year and his big 2012 movie, Dark Shadows, was something of a dud, bringing in $245 million globally, not enough to cover the film’s expenses, meaning no big back-end payout for Depp.
Depp also suffered because he avoids social media, a key component in our revamped Celebrity 100 algorithm. Expect the actor to return to our list soon.
Another star who fell off in 2013: Britney Spears. The singer ranked sixth last year with $58 million in earnings and plenty of fame. With no tour in the past 12 months though, her earnings fell dramatically. We estimate that Spears brought in $24 million over the past 12 months. A lot of that came from her one-season hosting stint on The X-Factor, but it wasn’t enough for her to compete with power pop stars like Rihanna and Justin Bieber.
Adele is another singer who made a big splash on our 2012 list, debuting in 24th place with $35 million. But like Spears, Adele didn’t have a tour in our time frame. For better or worse, tours are now the main source of income for musicians. Adele earned an Oscar for Skyfall, her first James Bond theme song, but with only an estimated $30 million in earnings, it wasn’t enough to land her on this year’s Celebrity 100.
Reality stars, who have thrived on our lists in the past few years, stumbled in 2013 with our revamped algorithm that eliminates cover stories as a key metric. Khloe Kardashian ranked 73rd last year with $11 million in earnings but failed to make this year’s list. Her sister Kim is the only reality star on our new Celebrity 100. The new mom ranks 66th with $10 million in earnings thanks to her undeniable fame.
Another reality star who fell off of our list is Bethenny Frankel. Our 2011 cover girl, who ranked 97th last year with $12 million, just didn’t have the money or fame this time around to make our list. With her syndicated talk show about to hit the airwaves, the star has a good chance of finding her way back onto our list in the next few years.
Complete Coverage: The Celebrity 100
| Rank | Name | Pay | Money Rank | TV/Radio Rank | Press Rank | Marketability Rank | Social Rank |
|---|---|---|---|---|---|---|---|
| 41 |  Angelina Jolie | $33 M | 59 | 14 | 20 | 32 | 76 |
| 42 |  E.L. James | $95 M | 3 | 68 | 51 | 100 | 79 |
| 43 |  Toby Keith | $65 M | 19 | 75 | 83 | 54 | 45 |
| 44 |  James Patterson | $91 M | 6 | 89 | 70 | 78 | 57 |
| 45 |  Howard Stern | $95 M | 3 | 52 | 95 | 93 | 73 |
| 46 |  Carrie Underwood | $31 M | 61 | 56 | 64 | 14 | 28 |
| 47 |  Kenny Chesney | $53 M | 33 | 64 | 92 | 41 | 41 |
| 48 |  Usain Bolt | $24 M | 71 | 29 | 22 | 60 | 26 |
| 49 |  Jennifer Lawrence | $26 M | 67 | 20 | 21 | 32 | 88 |
| 50 |  Drew Brees | $51 M | 36 | 79 | 69 | 41 | 61 |
The Celebrity 100: How We Create The List
We’ve revamped our algorithm for the 2013 Celebrity 100 with the goal of making a cleaner list that better reflects what accounts for celebrity power. In the past, we’ve given extra weight to magazine covers based on the logic that publications only select powerful, popular people for their valuable cover space.But that emphasis had started to reward reality stars who know how to work the tabloid media but don’t actually have what we would consider power.
So we’ve scrapped that part of the metric. In its place we’ve turned to E-Poll Market Research, an Encino-based company whose E-Score Celebrity metric ranks 6,600 celebrities on 46 different attributes. We’re using the company’s E-Score number to come up with our Marketability Rank, a measure of how desirable each celebrity is to marketers.
We’ve also improved how we evaluate social-networking power. In our connected world, celebrities have an amazing opportunity to connect directly with their fans and push their music, movies and sponsored products. Some celebrities, like Justin Bieber, who is our most-social celebrity, take advantage of this. Others, like Jennifer Aniston, avoid social networking like the plague.
We used to just look at Facebook FB +2.11% and Twitter numbers to gauge social-networking pull. This year we worked with Starcount, a Singapore-based Internet company that measures social networking power across 11 platforms including Twitter, Facebook, YouTube, Orkut and Weibo. Each star’s number is a reflection of how popular he or she is on the Internet.
We still track print media and television and radio mentions using Factiva.
The Celebrity 100 is based on entertainment-related earnings plus media visibility (exposure in print, television, radio and online). We consider film and television actors, TV personalities, models, athletes, authors, musicians and comedians.
To compile our earnings numbers, we talk to industry insiders, including agents, lawyers, producers and other experts, to come up with an estimate for what each celebrity earned between June 1, 2012, and June 1, 2013. Earnings consist of pretax gross income. Management, agent and attorney fees are not deducted.
All of the data is processed through an algorithm that creates our power ranking. Earnings carry the most weight. Print mentions, TV mentions, social-networking power and marketability all carry equal weight.
We then divide the celebrities into categories like musician, actor, actress and personality.
Sources: Google, Factiva, The Nielsen Co., Pollstar, Box Office Mojo, Euromonitor International, Publishers Weekly and IMDBPro.
