The new logic of movies: William Morris, Endeavor and agent-driven Hollywood

On Monday, one of Hollywood's most storied talent representation firms, the William Morris agency, announced that it is joining with Ari Emmanuel's Endeavor talent agency. The merger will bring an amazing array of directors, actors, writers and musicians under one roof in a creative powerhouse that will have an estimated $250-$300 million in revenues. In the process, it may also change the creative face of motion pictures.

Finding the creative heart of Hollywood is an elusive game these days. For example, although most movie viewers choose their films based upon the names above the title, the sad truth is that actors are often little more than pieces of bait strung on the end of a very long, very complex fishing pole.