Measuring the strategic value of film actors as intangible assets: the cases of Marlon Brando and Marcello Mastroianni

Purpose This study aims to develop a multidimensional framework to conceptualize and measure film actors as strategic intangible assets, addressing a significant theoretical gap in business and management research on talent-driven value creation. Design/methodology/approach A multidimensional framework for actor valuation is developed and tested through a qualitative multiple-case study of Marlon Brando and Marcello Mastroianni. Selected as historically emblematic figures of two distinct cinematic traditions (Hollywood and Italian auteur cinema embedded within the broader European film tradition), the cases enable a historically grounded and cross-institutional examination of the model. Data collection involves secondary sources, including filmographies, box office records, critical reception, awards and archival interviews. Findings The analysis demonstrates that actors activate distinct configurations of strategic intangible value across the audiovisual value chain. These configurations shape investment decisions, risk exposure, portfolio strategy and market positioning. The findings provide an operational lens for evaluating and governing talent-based assets, with implications for producers, investors and cultural policymakers. Originality/value This paper advances intangible asset research by conceptualizing film actors as measurable strategic resources and by providing a structured framework for the evaluation and governance of creative talent.