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Playmate of the Year:

Lindsay's Spread SUCKED

12/16/2011 10:25 AM PST BY TMZ STAFF

121611_playboy_still

Lindsay Lohan's nude Playboy spread did NOT live up to the hype ... so says someone who's DEFINITELY in a position to judge -- 2010 Playmate of the Year Hope Dworaczyk.

Hope was out in L.A. yesterday -- leaving a waxing salon called Stript Wax Bar -- when we asked about the pics ... and she replied,  "I saw that spread ... and I was not impressed."

1216_lindsay_lohan_playboyShe added, "I just feel like if I would have known I was doing a Playboy shoot, I would have worked out more maybe."

So, we gotta ask ...

673 COMMENTS

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91.

gloday1    

TMZ would be lost without Lindsay, Lindsay is their IT girl. A post about Lindsay wuill get them at least 300 hits and Straycat makes up about 60% of the comments LOL. Don't the haters realise by making comments about Lindsay puts her in the top Celebrity posts on TMZ? TMZ don't care what the comments say, just that they get them.


Lindsay has the power, Lindsay for President!

956 days ago
92.

Vinsetta    

Brand consistency is the hallmark of a successful product. When brands act erratically, consumers become confused and wary. By 2011, Lindsay Lohan had become an untenable brand. She wasn't unbankable or uninsurable; she was inconsistent and that is what caused her value to plummet.
It is an understatement to say that 2010 was a terrible, no-good, very bad year for Lindsay Lohan. She was erased from promotional materials accompanying the Nintendo DS video game of Mean Girls, the movie that just a few years earlier had solidified her stardom. Why? Marketers were afraid moms would see Lohan's face and pass. She was fired in pre-production from the biopic of porn star Linda Lovelace, by the one director still willing to take a chance on her. On top of these relatively minor indignities, Lohan was jailed, rehabbed, jailed, then rehabbed once again.

In just six years, Lohan had gone from being an asset on a project to being a liability. The press has always claimed her sloppy and seemingly drug-addled behavior makes her unbankable and uninsurable. Neither of those claims is accurate. The dirty secret of Hollywood brand management is that no one is unbankable or uninsurable; there is always money and there are always projects for a celebrity brand that is likable and consistent. Lohan had become unlikable and inconsistent. That's why no one wanted to work with her.

The story of Lohan's rise and fall is a cautionary tale for a generation of young starlets about bad decisions and poor crisis management. As Lohan moved from one side of the balance sheet to the other, from Cash Cow to train wreck, she destroyed hundreds of millions of dollars in potential brand value. She didn't follow the bad-girl narrative, a good-girl narrative, or an uplifting redemption narrative. She couldn't even stick to a lesbian narrative for the better part of a year.

Q scores help to determine an actor and actresses likability so that studios know whether consumers will see a project. One of the reasons Lohan had difficulty getting work after 2007, and why in 2010 she was dropped from the Lovelace biopic, is that her Q scores were some of the worst that the overseer of the metric, Steve Levitt of Marketing Evaluations, has seen over his entire forty-year career.

In 2004, Lohan had a brand awareness of only 20 percent. Her positive Q was a 19 and her negative was a 20.

By 2005, when her excessive partying and un-Disneylike behavior were being serialized in entertainment magazines, Lohan's brand awareness shot up to 53 percent and with it her negative Q, up to a 33. Her positive Q, meanwhile, dropped to 13. By 2006, her brand awareness was 72 percent-almost three out of four people recognized her face and her name. But her positive Q was only a 13, while her negative was a 37. "That's just a terrible relationship. You had three times as many people feeling negative about her as you did feeling positive," Levitt told me.

With each of Lohan's inconsistent brand decisions, the gap between her positive and negative Q scores widened. After her arrests and subsequent rehabilitations, Lohan's Q again fell in 2007. With 74 percent brand awareness, she had a positive rating of 11 and a negative rating of 43. Her failed relationship with Samantha Ronson, as well as her nude photo-shoot in New York magazine, increased her awareness score to 80 percent in 2008, while her positive rating remained an 11. Her negative rating, however, shot up to a 52. By any objective standard of accounting,Lohan was getting more famous and more unlikable. By 2010, 84 percent of those polled were familiar with Lohan. And yet her positive rating reached a new low of 9, her negative rating remaining at 52. More than five times as many people disliked Lohan as liked her.

"Michael Jackson had Qs in that range for a long time," Levitt explained to me. Almost as an afterthought he added, "His stats only went up after he died."

Today, her brand value, like Michael Jackson's, has nowhere to go but up in the afterlife. America loves a train wreck, until the moment they don't anymore. But what America loves more than a comeback is a martyr-someone who literally loses everything, including their life, because of the excesses inherent in a system that was meant to protect and nurture her.

"Once a celebrity passes away, the public is more apt to focus on their talents and the good in their life than the bad," Levitt explained. Elvis Presley's positive Q score was at 25 before he died and in 2009 reached 34. Johnny Cash's positive Q rose from 19 to 35 following his death.

The death bump happened for Michael Jackson as well. In February 2006, Michael Jackson's positive Q score was a 9 and his negative was a 67. According to Levitt, that was a historical low within the entire celebrity population. But by November 2009, five months after his death, Jackson's positive Q had skyrocketed to a 34 and his negative Q had dropped to a 27. It was an unprecedented turnaround, played to the sound of dinging cash registers. With likability comes marketability.

Executives within the dead celebrity business refer to the high-net-worth deceased as "delebs," and today these executives preside over an industry that is valued at more than $800 million a year and growing. The attraction of this segment of the celebrity market is obvious: The dead are the easiest clients to manage. Not only do they not meddle in their business affairs, they won't get caught with their pants down, drunk-driving, or making a racist remark to TMZ. And in an industry where vast sums are made in merchandise licensing and symbiotic partnerships, dead celebrities have just as much earning power as the living and sometimes more.

An estate actively working to maximize merchandising opportunities will derive the second-largest share of its revenues from licensing. Lindsay Lohan's image was yanked from the Mean Girls video game because mothers would have been unlikely to buy their daughters something that emulated Lohan as a train wreck, but carefully cultivating the Lohan post-mortem brand to highlight the nostalgia of The Parent Trap, Freaky Friday and Mean Girls and discount the drugs, rehabs and faux Sapphic behavior would allow Lohan's legacy to be amply more lucrative.

[Excerpted from Celebrity Inc. by Jo Piazza with permission from Open Road. Image via Getty

956 days ago
93.

Willie'sNelson    

Probly should ask a fellers opinin rather then a ladies cause their the ones buyin the mag.

956 days ago
94.

INSIDER H8TURD, V.P.    

Happily, we can all sleep just a little better tonight knowing who Linds (DUIna) is going to sue next.

956 days ago
95.

Jay W.     

oh the hostility.... fun isn't it. If the Thirty Mile Zone tabloid B. S. upsets one that much, many here need to find some different hobbies.

956 days ago
96.

lalet    

she is just as ugly if not uglier then Lindsey.

956 days ago
97.

straycat    

www.hopedworaczyk.com/flash.html
could you imagine Hope standing next to lindsay?
lindsay would look like marla hooch compared to hope...
and the best part is Hope looks like you would not have to come up with name s of people you have had sex with...she is no nasty firecrotch

956 days ago
98.

Blood Red Witch    

The shoot is boring, airbrushed to hell and back, just meh. It is an insult to the other playmates. But, dont they all look better in comparison?

956 days ago
99.

Rogue Warrior    

I kind of know how Lilo feels an how the haters feel since I once turned down working next to Jeff Spicolli because of principal. I never thought twice about it yet my friends gave me a hard time about it and all I thought of was how sad it was that they hated themselves so much.......

956 days ago
100.

Rogue Warrior    

Hey DDD's, sorry we Lilo supporters scared you all away.................

956 days ago
101.

abram hernandez    

Love it!!! Lindsay Kicks all Ya girls assess!!! Keep it up LIlo, "Love Your Spread" Your biggest fan!

956 days ago
102.

gloday1    

Direct quote from Hugh Heffner today from E Online. When asked if he was happy with the Lindsay shoot and how good it was, "I think it was accomplished beyond anything I could have possibly imagined"


Lovely Lindsay

956 days ago
103.

Red Cloud    

Can't resist one more jab. Lindsay is still trending on Yahoo at #1 as of 5:55 PM EST. The poll results are Ehhh 38%, Awesome 32%, Suck 30%. C'mon non-fans, you can do better than that!!! Gossip sites are your domain, your territory. The vast majority of Lindsay's fans are SOMEWHERE ELSE!!! LOL!!!!!!!!!!

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Trending Now
1. Lindsay Lohan2. Katy PerryPhotos3. Hugh Hefner4. Christmas decorations5. Freddie Mac6. Britney Spea...Photos7. Brad and Angelina8. Perfume gift sets9.
U.S. spy drone10. e-readers

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I'll go away and stop annoying you.

956 days ago
104.

Firefly    

Rogue Warrior,

Not to start anything but when is enough enough for all of LiLo supporters. When do you throw your hands in the air and say I can't take it any more! How many chances does one get before the last hold out says there is no hope, she'll never change. I was always hoping that she would straighten up her act but now she just insults our intelligence. We remember last year she tried pulling the same old, "I lost my passport" I can't make it back in time. Playboy pictures are leaked ahead of schedule. She then blows off the Ellen show where she is to promote her naked pictures. She also lets Hef and Playboy down by missing the show that can't be made up. Once again People counted on Lindsay and paid a high price and lost. When, I ask is enough enough? Now be nice, and if any other Lindsay backer would like to respond I would like to hear from you. I truelly would like to see what makes you all keep your faith in her.
:)

956 days ago
105.

INSIDER H8TURD, V.P.    

It's great timing that it happens to be football madness time. Everyone is beginning to put on their helmets. According to "sources close to Hef", Hope Dworaczyk just ordered several cases of designer helmets, and just in time - I have the distinct feeling that there's soon to be one million champagne glasses flying squarely at her head. Good show, Hope, just make sure to hide your diamonds. I'd keep an eye on your mink coats, too.... don't want them to end up reeking of cigarettes and urine.

956 days ago
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