Stars tend to cite the limited shelf life of an acting career as the main reason for the move. "Every year brings a new crop of young actors. An ordinary actor is a commodity, just like some vegetables at a farmers market," says Huang Xiaoming, one of the leading actors of his generation. Now, he can have scripts tailor-made for him. As a matter of fact, some superstars participate in drama series with their own writers and directors, essentially cementing their function as the driving force that makes or breaks a project.

Therefore, it is more an offensive than a defensive move on the part of celebrities who want to give full play to their artistic or business potential. Some of the workshops are virtual mini-studios with the capacity to conceive, develop and produce feature films or TV shows. Others branch out into related businesses. For example, Ren Quan's operation includes the production of live events, complete with food catering. Alec Su has extended into book publishing.

While most such workshops employ half a dozen to a dozen people, Fan Bingbing's has a staff of over 30, reputedly the largest of its kind. When it posted a for-hire ad for one position in late 2012, more than 1,000 applicants sent in resumes. The compensation and benefits are commensurate with the market, but the star allure is uniquely its own.

According to one insider who asks for anonymity, Fan's operation could be having an annual turnover of 100 million yuan ($16 million) or more. Accurate figures are hard to obtain, though. Forbes lists Fan as the third-highest earner for 2012 among all Chinese-language entertainers, with 101 million yuan in income. But Fan once explained that her income is counted as that of her workshop.

The rise of star power has parallels in Hollywood. But charm alone is not enough to take the place of foresight and acumen, which George Clooney has displayed in abundance. By producing pictures like Syriana, Michael Clayton, The Ides of March and Argo, the latest Oscar winner for Best Picture, and writing and directing Good Night, and Good Luck, he has proven to be as powerful a force behind the screen as on screen. That kind of talent takes more than experience, connections and fame. It takes genius.

It remains to be seen whether marquee names in China can parlay their newfound wealth and influence into the Clooney-caliber luster of a far-ranging career.

Contact the writer at raymondzhou@chinadaily.com.cn.

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