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How MGM Renamed Lucille LeSueur and Engineered a Star—The Studio PR Machine That Made 'Joan Crawford'

Joan Crawford / MGM 1920s Studio System Archive: verified 2/5 wildness

In the mid-1920s Joan Crawford arrived in Hollywood as Lucille LeSueur, an ambitious chorus girl who’d been signed to Metro-Goldwyn-Mayer in December 1924. MGM’s publicity apparatus moved quickly to recast her as a commodified product rather than an individual: publicity chief Pete Smith reportedly found 'LeSueur' unmarketable—’it reminded him of a sewer’—and organized a fan contest in Movie Weekly to supply a new professional name. The 'Name the Star' campaign, the behind-the-scenes suggestion of studio publicists, and Louis B. Mayer’s approval resulted in the blandly sturdy Joan Crawford (after an early contender, 'Joan Arden', proved unavailable). The episode is a classic example of how Golden Age studios manufactured identity—deciding on pronunciation, persona and public image, suppressing a performer's past, and coercing stars into a carefully curated publicity narrative. Crawford herself later admitted ambivalence—she disliked the sound of 'Crawford' yet embraced the security it offered—showing how a star’s private feelings were subordinated to the studio’s commercial branding.

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How MGM Renamed Lucille LeSueur and Engineered a Star—The Studio PR Machine That Made 'Joan Crawford'AI concept artwork

Archive Record · 1920s

Studio System2/5 wildness

How MGM Renamed Lucille LeSueur and Engineered a Star—The Studio PR Machine That Made 'Joan Crawford'

Joan Crawford / MGM / 1920s

In the mid-1920s Joan Crawford arrived in Hollywood as Lucille LeSueur, an ambitious chorus girl who’d been signed to Metro-Goldwyn-Mayer in December 1924. MGM’s publicity apparatus moved quickly to recast her as a commodified product rather than an individual: publicity chief Pete Smith reportedly found 'LeSueur' unmarketable—’it reminded him of a sewer’—and organized a fan contest in Movie Weekly to supply a new professional name. The 'Name the Star' campaign, the behind-the-scenes suggestion of studio publicists, and Louis B. Mayer’s approval resulted in the blandly sturdy Joan Crawford (after an early contender, 'Joan Arden', proved unavailable). The episode is a classic example of how Golden Age studios manufactured identity—deciding on pronunciation, persona and public image, suppressing a performer's past, and coercing stars into a carefully curated publicity narrative. Crawford herself later admitted ambivalence—she disliked the sound of 'Crawford' yet embraced the security it offered—showing how a star’s private feelings were subordinated to the studio’s commercial branding.

Archive: verified

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5896 stories

5896 stories in this selection.

01

Studio System1970s

The Mob-Financed Success of Deep Throat—and Gerard Damiano’s Missing Fortune

Gerard Damiano and Deep Throat

Gerard Damiano’s 1972 Deep Throat became one of the defining commercial shocks of the Golden Age of Porn. Starring Linda Lovelace and Harry Reems, the film escaped the confines of ordinary adult-film distribution and became a national cultural controversy, eventually ranking No. 11 among Variety’s highest-grossing pictures of 1973—above the prestige drama Sleuth. Its success was especially striking because the production was made on a relatively modest scale and was financed through organized crime, according to the biographical account. The film’s sudden profitability attracted enormous attention, but Damiano himself did not share in the fortune generated by the picture. The episode exposed a familiar dark side of exploitation cinema: filmmakers could create a phenomenon while distributors, financiers, and criminal backers controlled the money and the rights. Deep Throat helped establish the modern adult-entertainment industry, yet its financial legacy for Damiano was one of exploitation rather than triumph.

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02

Studio System2000s

The Adult-Film Empire That Turned a Criminal Case Into a Freedom-of-Speech Campaign

Seymore Butts / Family Business

Glasser initially pleaded not guilty to the California obscenity charges, but the case never reached a full trial. Before proceedings could go forward, he reached a plea agreement under which his company pleaded no contest to creating a public nuisance and paid a $1,000 fine. In exchange, the remaining obscenity charges against the defendants were dropped. The prosecution later became part of the public narrative surrounding Showtime's Family Business, the reality series that began in 2003 and followed Glasser, his mother Lila, and his cousin Stevie as they operated the Seymore Butts company. On the program, Glasser used the legal battle as a springboard for an Internet-based telethon that raised money for freedom-of-speech causes, transforming what might otherwise have been a narrowly focused obscenity case into a recurring argument about censorship, adult entertainment, and the limits of criminal law.

Archive: verified ↗
03

Studio System2000s

Treasure Island Media Barred From San Francisco's Queer Events

Treasure Island Media

The backlash against Treasure Island Media escalated into formal exclusion from major LGBTQ adult-industry events. In July 2009, the company was reported to have been banned from participating in San Francisco's Folsom Street Fair and Dore Alley, as well as International Mr. Leather in Chicago. The bans reflected the continuing controversy surrounding the studio's deliberate production of bareback pornography and the fear that such material could normalize behavior associated with HIV transmission. Treasure Island Media had also repeatedly been excluded from consideration for many adult-industry awards and events, despite receiving substantial recognition elsewhere: in 2008, Morris won a Best Director Golden Dickie for "What I Can't See 2," which also won Best Video, while the company collected more awards than any other adult studio at that ceremony. Morris publicly dismissed the importance of the honors, saying, "Prizes are for kids. I'm a grown-up now," a remark that underscored the company's confrontational position toward mainstream industry approval.

Archive: verified ↗
04

Studio System2000s

The Federal Obscenity Case That Collapsed After Three Days in Court

John Stagliano and Evil Angel

On April 8, 2008, a federal grand jury in Washington, D.C., indicted director and producer John Stagliano and his company, Evil Angel, on federal obscenity charges. The government based its case on scenes involving urination, enemas, and bondage, placing Stagliano at the center of a broader constitutional dispute over how obscenity laws applied to explicit DVDs and internet-era adult entertainment. The prosecution finally went to trial on July 16, 2010, with Stagliano as the defendant, but the case lasted only three days before the charges were dismissed. Federal judge Richard J. Leon described the government's evidence connecting Stagliano to the production and distribution of the DVDs as "woefully insufficient" and said he hoped the government would learn from the experience. Although the dismissal was based on inadequate evidence rather than a sweeping ruling that all of the material was constitutionally protected, Leon emphasized the unresolved questions involving federal obscenity statutes, the internet, free speech, and the rights of criminal defendants, urging higher courts and Congress to provide clearer guidance.

Archive: verified ↗
05

Studio System1970s

The 1972 Texas Obscenity Case That Failed to Drive Scott Masters Out of Pornography

Scott Masters

In 1972, while producing and distributing hardcore gay magazines and short 8mm 'loops,' Scott Masters was prosecuted for obscenity in Texas. The case came during a transitional period in American censorship law: Supreme Court decisions such as MANual Enterprises v. Day and Redrup v. New York had weakened some obscenity restrictions, but postal inspectors and state authorities still aggressively targeted explicit male sexual imagery, particularly material showing erections or same-sex activity. Masters pleaded guilty and received a one-year suspended sentence, three years of probation, and a fine. Rather than abandoning the business, he reduced the volume of brochures, magazines, and films he produced. By 1976, he had nevertheless directed more than 100 loops, demonstrating how prosecution became a cost and an obstacle rather than an ending for his career.

Archive: verified ↗
06

Studio System2000s

The Bareback Controversy and Brent Corrigan’s Safer-Sex Rebellion

Brent Corrigan and the Cobra Video production network

Lockhart later became an outspoken critic of the production practices that had defined parts of his early career. In a 2008 interview, he said he had agreed to perform without condoms after being falsely told that a producer’s method of pairing models would protect him. He emphasized that testing offered no guarantee and said he was fortunate to remain HIV-negative. The controversy was especially serious because Lockhart said he had begun making films at 17 and that his first four releases were subsequently pulled from circulation in 2005 after he publicly disclosed that he had been under the legal age of consent in several states, including California, when those films were made. After leaving that phase of the industry, he promoted safer-sex awareness, criticized the continued release of bareback pornography, and described the social pressure surrounding the business as a chapter of his life he did not want to romanticize.

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Showing 1–6 of 5896

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Joan Crawford / MGM / 1920s

How MGM Renamed Lucille LeSueur and Engineered a Star—The Studio PR Machine That Made 'Joan Crawford'

Studio SystemArchive: verified2/5 wildness

In the mid-1920s Joan Crawford arrived in Hollywood as Lucille LeSueur, an ambitious chorus girl who’d been signed to Metro-Goldwyn-Mayer in December 1924. MGM’s publicity apparatus moved quickly to recast her as a commodified product rather than an individual: publicity chief Pete Smith reportedly found 'LeSueur' unmarketable—’it reminded him of a sewer’—and organized a fan contest in Movie Weekly to supply a new professional name. The 'Name the Star' campaign, the behind-the-scenes suggestion of studio publicists, and Louis B. Mayer’s approval resulted in the blandly sturdy Joan Crawford (after an early contender, 'Joan Arden', proved unavailable). The episode is a classic example of how Golden Age studios manufactured identity—deciding on pronunciation, persona and public image, suppressing a performer's past, and coercing stars into a carefully curated publicity narrative. Crawford herself later admitted ambivalence—she disliked the sound of 'Crawford' yet embraced the security it offered—showing how a star’s private feelings were subordinated to the studio’s commercial branding.

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