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
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)
camera-icon View 2 more images

(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.