“No one knows anything” - Daniel Radcliffe shoots movie at our London office!

Daniel Radcliffe is shooting his new film ‘The Woman in Black’ in front of our London office. Horse and carts and women dressed in large bonnets with parasols are passing by. Police officers and security guards keep curious onlookers from the set - taking pictures is strictly forbidden.

For some of you, Daniel Radcliffe might still be this blue eyed boy, somehow still childish but with a confusing serious look, who swings his Harry Potter magic stick and openly whines about his problems to find a girlfriend.
But Daniel Radcliffe is more than that.

Radcliffe is a brand. And not only from the biased perspective of a brand consultancy. Forbes Magazine ranked Radcliffe as the third Best Value Hollywood Actor in 2010 after Transformers star Shia La Boeuf and Alice in Wonderland actress Anne Hathaway. By rating actors on how much profit their movies made compared to their salaries, Forbes concludes that film bosses were making £61 profit for every £1 that Radcliffe took home.

Can 21 year old Daniel Radcliffe transform any movie into a box-office hit? Arthur DeVany, author of “Hollywood Economics”, says no. Due to the extreme uncertainty in the movie business economic professor DeVany assumes that neither actors nor advertising can guarantee the production of a hit movie. The reason: only movies that manage to create a positive word-of-mouth feedback will finally generate high profit margins. Hence, DeVany sticks to the famous quote of screen writer William Goldmann and concludes that “no one knows anything” in the movie business.

But one thing is certain: Shooting “The Woman In Black” in front of our London office is not the beginning of the end of Radcliff’s promising career, but it is (probably) the end of the beginning.