Netflix and Adam Sandler Are Bringing Back the Golden Age of Hollywood Actorsvaultpro

When people discuss film history, they usually focus on the movies, stars, or creatives to define eras or movements. However, the industry itself, and the various changes in standards and practices throughout the decades, have been just as integral in shaping what audiences see on the screen.

During the “Golden Era” of Hollywood, from the late 1920s to the early 1960s, the industry underwent numerous changes, and one of them is surprisingly making a comeback. Decades later, Netflix has taken a page out of the old studio system in handling its stars, with its contract with Adam Sandler proving to have its mutual benefits, but also restrictions and, admittedly, some pushy marketing.

Golden Era Contracts: How Stars Were Made

Humphrey Bogart in Casablanca

Warner Bros. Pictures

When discussing the Golden Era of Hollywood and its contractual system, it is difficult not to start with the most reflected upon actor under studio contract, Judy Garland. Garland was put under contract by MGM at the age of 13 in 1935 (years before her debut), and would stay with them until the early ’50s. The young actor, from her breakthrough as Dorothy in The Wizard of Oz, to her final musical for MGM in the 1950s, Summer Stock, had her career very much controlled by the studio system, which tailored projects to her and helped craft her persona and lifestyle both on and off the screen. For Judy Garland, there is a darker side to her success, as not uncommon practices, such as supplying drugs to keep them going and subjecting them to a restricted personal life with very little autonomy, are now, rightfully so, seen as highly exploitative.

In contrast, an actor like Humphrey Bogart’s experience with Warner Bros. shows how the system could provide a less dubious path to stardom and financial success. Bogart would start his career as a Broadway actor before being under contract by Warner Bros., which would begin to shape his image and slowly push him from supporting to lead roles. His success within the system would allow him later to form his own studio (like Sandler), a rarity for actors of the era, especially under the contract system.

While Bogart’s history with Warner was a contentious one, as the actor struggled with feeling typecast and stripped of any personal creative freedom during his time with them, historically, it is difficult to argue that this move was nothing but beneficial in helping him become viewed as one of the greatest actors of his era. While Sandler’s contract is different, it still sets upon it similar expectations and benefits.

Adam Sandler’s Contract with Netflix Is reminiscent of Golden Era Hollywood

Adam Sandler in Happy Gilmore 2 on the green with his hockey club and fans behind him — Adam Sandler in “Happy Gilmore 2”

The deal with Sandler dates back to 2014, when it was initially announced that Netflix had struck a four-picture deal with his production company, Happy Madison Productions, reportedly valued at around $250 million. The initial agreement would ensure Sandler himself $15 million as an actor in his own films and an additional $5 million as producer. This contract has continued to evolve and is now reported to have around 12 pictures and specials lined up, with Sandler making them directly for Netflix. This continued collaboration would see Sandler listed as the highest-paid actor in 2024, earning around $73 million (via Business Insider).

For this contract, Sandler was given complete creative freedom for his projects, a significant difference from classic Hollywood contracts. Still, this places him as needing to work directly with Netflix, without the freedom of making independent productions or working with another studio. While it is unlikely, there is a chance that Netflix would offer some pushback on a project if Sandler wanted to make something entirely out of brand. More beneficial to Sandler is the “I’ll scratch your back if you scratch mine” approach to the partnership, with continued success giving Netflix more exclusive content, and Sandler, seemingly, earning more and more under this deal with the streaming giant as the initial contract has evolved since its inception.

Perhaps most fascinating about the deal, and reminiscent of helping its talent grow through tailoring their image to audiences, is how Netflix promotes Sandler’s film. While it is often touted that Sandler is a natural star, perfect to continue to push Netflix as the home for original content, it is a bit more deceptive than that. Just as Warner Bros. shaped how viewers saw Bogart, Netflix applies its own form of image control through the invisible hand of the algorithm.

Netflix’s Algorithm: How Sandler Stays in the Spotlight

Adam Sandler in 'Bedtime Stories' — Adam Sandler in ‘Bedtime Stories’

While this concept may be lost on older generations, those who are more internet savvy are more than well aware of how much the algorithm, and now AI, is being used to curate content on any streaming platform. Logging into multiple accounts on a streaming platform like Netflix, they will push the projects they want, like the top ten lists, but recommendations are more tailored to watch history. Still, even if you’re not a Sandler buff, you’ve probably been greeted with his face when you open the app if he has a new movie out.

Users who like comedy, which can be further broken down into micro genres like “goofy buddy comedy” or “family comedy,” or pretty much anything that can be slightly “Sandler-Adjacent,” will result in a user’s algorithm recommending his films. For a stark example, if you watched the Academy Award-winning film, considered one of the best of all time, Parasite — a dark comedy focused on family — you may find Hubie Halloween popping up in your recommended titles; remember, even a hate-watch from audiences counts as a positive. Other factors, such as region and whether it is a new release, also influence the algorithm. Still, much like the Golden Era of Hollywood, Netflix ensures that the actors it has under contract are readily available whenever you log in, to help build the brand of both parties.

Whether this is good or bad depends on one’s personal perspective, but for those already tuned in to everything Adam Sandler stars in, it won’t matter whether it is organic or not. You can watch Adam Sandler’s most recent Netflix Original film, Happy Gilmore 2, on the streaming platform right now.