Michael Keaton is one of many famous actors who changed his name for professional reasons. Why does that SAG rule exist?
People assign labels to other humans to help organize and personalize everyday life. Recent studies even show that we are not the only species on this planet to do so. Marmoset monkeys, bottlenose dolphins, and African elephants act in a similar manner. Things get hairy, though, when names are similar.
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In Hollywood, the Screen Actors Guild (SAG) has long encouraged new members to avoid using the same name as a current member. The union, now SAG-AFTRA, even warns against using a name that is too similar for both the sake of clarity and brand recognition as well as legal liability.
Because the roster of members changes daily, SAG doesn’t check it until a performer is ready to join. During that process, an Alternate Professional Name Form is filled out, which asks for three possible stage names. Once the initiation fee clears, a final name check is performed.
Performers can choose to ignore SAG’s warnings.
“While we strongly discourage members from selecting a professional name that is in conflict with a current member, SAG-AFTRA cannot preclude a member from using their legal name as their professional name,” SAG-AFTRA spokesperson Pamela Greenwalt explained. “When such a situation arises, SAG-AFTRA requires that the applicant/member sign an ‘Acknowledgement’ form in order for their request to be processed.”
The majority of members do heed SAG’s advice—which makes sense. Performers are essentially a branded product in human form, and a confused mind doesn’t buy. As an entertainer, you want to be remembered.
Let’s take a look at some other name guidelines and actors who have changed their monikers because of the SAG preference:
What’s in a name for Michael Keaton?
The one-name, one-actor preference is not the only name rule in the union. When a performer dies, their moniker is held unassigned for three years starting on the date of their passing. If a current member changes their name, their old one stays unassigned for three years. If a member is kicked out of the union, their name is immediately available. If a member honorably withdraws or owes membership dues, their name is held for five years.
SAG’s rules around naming recently came into the spotlight thanks to Beetlejuice Beetlejuice star Michael Keaton.