The privacy risk of entertainers

Jung Hyun-mok
The author is the cultural news editor of the JoongAng Ilbo.

In early 2005, celebrity data stored by an advertising agency was leaked, causing a stir. This is the so-called “celebrity X-file” case. It is a summary of the status and prospects of more than 120 stars and rookies, their attractiveness, self-management and rumors. It was compiled through interviews with entertainment reporters and journalists. As the data was leaked, rumors about their personal life — such as relationships, money issues and family circumstances — spread rapidly through the internet. Some rumors later turned out to be true.

The most serious problem was the leakage of privacy. Many wondered if it was right for an ad agency to dig into the personal lives of celebrities. But some defended it, pointing to the need for ad agencies to manage risks by acquiring information on the private lives of celebrities, as the image of the model is part of their brand asset. Three years before the X-file case, an actress who was a popular model with an elegant image was arrested on drug charges. As a result, many of the advertisers who had hired her were hit hard.

What reminded me of the incident 18 years ago was the recent series of personal risks of celebrities. Even before the suspicion of actor Yoo Ah-in’s drug use subsided, actor Lee Sun-kyun, who had the image of a nice father and husband, caused a stir due to a drug allegation.

The content industry’s concerns and repercussions for celebrity privacy risks are unparalleled. In addition to drugs, sexual deviations, drunk driving, assault and forgery of academic background, there are various types of school violence, debts, investment fraud and inappropriate social media content. As school violence is an especially volatile issue, it prompts social resentment. Some agencies even ask their trainees to submit school records, while audition program producers demand the same from the participants.

When a model is involved in a scandal, the model can be pulled out and replaced with a new model. But the movies and dramas featuring actors involved in a controversy are not so easy. The release of the works already filmed may be postponed indefinitely, and a work in progress may need to change the casting urgently. It takes a considerable amount of time and money to cut the scenes featuring the actor in question and shoot again.

It is unclear whether movies — such as “Escape: Project Silence” starring Lee Sun-kyun and “The Match,” “High Five” and the Netflix series “Goodbye Earth” starring Yoo Ah-in — will be released. The total production costs of these works are close to 100 billion won ($77.5 million).

The damage is on the production team, investors and fellow actors. Supporting actors are in a position to worry not only about their careers but also about their livelihoods. Director Kim Joo-hwan, who directed the Netflix series “Bloodhounds,” is said to have suffered from extreme stress, hair loss, spinal disc issue and autonomic nervous system problems because he had to rewrite the screenplay and cut scenes involving the main character of Kim Sae-ron, for her drunk driving issue that occurred during filming. Although the actors involved in scandals are subject to a penalty for breach of contract, it is far short of the production cost of tens of billions of won.
One film producer said, “I have no choice but to hope that the actors will live nicely without getting into trouble until the release.” The shock and sense of betrayal felt by the public cannot be converted monetarily. Who will compensate for the disappointment of the fans who consider the drama “My Mister” starring Lee Sun-kyun a lifetime favorite?

Some in the industry say, “It would be better to cast an AI actor who does not get old and has no risk.” If this continues, there may be a day when the contract will include a clause, “If the actor causes a social stir, the scenes can be replaced with AI.”

It sounds like an ethics textbook, but celebrities themselves have to be faithful to their job and practice moderation. It is no different from plagiarism, which depends on the conscience of the creator. As singer Lee Hyo-ri said, “An entertainer is a job that attracts bad people.” Sweet popularity comes with fatal temptations. It is the star’s public responsibility to overcome this.

Actor Ahn Sung-ki, who has never been embroiled in rumors in his career spanning over 60 years, said, “I have pressed myself to live properly and practiced moderation to enhance social awareness of the people in the film industry.” It doesn’t have to be the stoic restraint, but stars must not destroy their careers out of greed and bravado.

They must know that their popularity cannot last forever. They must not betray the public’s love, and it is their responsibility not to make the production team suffer because of their deviation. They should be into “acting,” not the fleeting popularity.