
SECTOR WP 186-2003.doc
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films and television and in commercials, sometimes even at the expense of adult
employment.
A key element to consider when looking at child performers and their relatively small
numbers is the comparative earning power of those children, and the amount of money
they make for adults. In the twentieth century, with the advent of film, television and
recorded music, child movie stars became as visible as their adult counterparts – and also
became a considerable source of revenue to the international entertainment industry. Well-
known examples from American entertainment industries include Jackie Coogan, Shirley
Temple, Elizabeth Taylor, Britney Spears, Jodie Foster, Brooke Shields, Drew Barrymore
and Michael Jackson, but undoubtedly every country has produced its own child “stars”. In
addition to these famous cases, some of which will be referred to later in this paper,
children have always been a key element in the world of advertising. The power of
children to sell all kinds of products – to adult consumers as well as to children – is self-
evident by their extensive use in both printed and recorded commercials, in any country
around the world. An observation by the French-Canadian union, the Union des Artistes, in
FIA’s survey is apposite: “In advertising, children are being used more and more as a way
of reaching both child and adult audiences”.
The massive proliferation of broadcasting outlets and the internationalization of the
media and entertainment industries have led to even more opportunities for children to
seek and be given employment as performers. A report published in November 2001 by
Screen Digest (United Kingdom) states that “Children’s programmes are one of the most
commercial genres on television” and that “Airtime dedicated to children’s programmes
has hugely expanded with the launch of new cable, satellite and terrestrial channels”.
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Not
all this programming requires the employment of children. However, much of it inevitably
does – and of course, children are a constant feature in entertainment products designed
with adults in mind. Examples abound of the value of children to films and television. At
the time of writing, the release of the new film “Harry Potter” had already earned AOL-
Time Warner (the company that produced it) nearly US$200 million in theatrical release of
the film alone. The exploitation of the movie in secondary markets – foreign sales, cable,
satellite and analogue broadcasting, DVD and video and in merchandising – will mean that
the film and its sequels will, thanks in large part to its child performers, continue to earn
huge sums. The music industry – mainly the pop music industry, but also classical music –
places considerable reliance on child performers; and there are numerous examples,
referred to later in this paper, of children whose performances gross many millions for the
companies that employ them. Clearly not all those children employed in the industry
become major stars in their own right, although the well-publicized and successful few,
several of whom will be cited later in this paper, are undoubtedly influential in
encouraging more production of this kind, and are inevitably a factor in prompting children
(often incited by their parents) to seek to become entertainers. The cumulative situation in
films, television, advertising and music seems to be that of increasing employment of
children, and it is these segments of the entertainment industry that will tend to form the
main subject of the paper.
The situation of children working in live performance – principally the theatre – will
also be referred to. As in films and television, children are crucial to those shows that
require a subtle and believable portrayal of a youthful perspective to the audience, and live
performance creates different, but equally important hazards for those employed. There is,
however, less evidence from our anecdotal survey to suggest that this is increasing as a
form of employment for children.
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“
The Business of Children’s Television”, 2nd Edition, Screen Digest, November 2001.