"In nearly every market sector, Hollywood's blue chip star stock has fallen," reports Ulmer, who has compiled and written the survey since founding The Ulmer Scale in 1997. "The ability of a star's name alone to raise money to make a movie has significantly weakened since we last measured it in 2007."

Ulmer said it was the 'the poorest performance' he'd seen in the 20 years since he began measuring and analyzing star power while on staff at The Hollywood Reporter. He attributed the decline to a plethora of entertainment choices for the consumer due to a rapidly fragmenting entertainment marketplace.