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Jolie Photo Deal Hinged on Positive Coverage

Star's 'editorial plan' part of careful campaign to mold public image

By Rob Quinn,  Newser Staff

Posted Nov 21, 2008 3:57 AM CST

(Newser) – Angelina Jolie wanted more than mere millions of dollars for the first photos of herself  and her new twins, the New York Times reports. As part of a carefully orchestrated campaign to mold her public image, the star demanded, and won, a promise from People that the magazine's future coverage of her would be glowingly positive.

Jolie carefully cultivates her image with a determination remarkable even for Hollywood, magazine editors and publicity executives say. When she first got together with Brad Pitt, she expertly used her media management skills to shift focus to her charity work after a spate of tabloid stories painted her as a man-stealer. Jolie's philanthropic adviser disputes any suggestion that the charity work is for image purposes, pointing out that much of it takes place far from the cameras.

Angelina Jolie poses on the press line at the DVD release event for the animated feature film Kung Fu Panda in Los Angeles earlier this month.
Angelina Jolie poses on the press line at the DVD release event for the animated feature film "Kung Fu Panda" in Los Angeles earlier this month.   (AP Photo/Dan Steinberg)
Angelina Jolie and Brad Pitt arrive at the Santa Barbara International Film Festival  in Santa Barbara, Calif., earlier this year.
Angelina Jolie and Brad Pitt arrive at the Santa Barbara International Film Festival in Santa Barbara, Calif., earlier this year.   (AP Photo/Michael A. Mariant )
A man walks past a magazine rack showing a  People Magazine featuring photos of Angelina Jolie and Brad Pitt's newborn twins at a bookstore in San Francisco in August.
A man walks past a magazine rack showing a People Magazine featuring photos of Angelina Jolie and Brad Pitt's newborn twins at a bookstore in San Francisco in August.   (AP Photo/Jeff Chiu)
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She’s scary smart. But smart only takes you so far. She also has an amazing knack, perhaps more than any other star, for knowing how to shape a public image. - Bonnie Fuller, former editor of Us Weekly and Star magazines

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