What is an Acting Manager?
Understanding the Role, Responsibilities, and Importance of Acting Managers in the Entertainment Industry
(By Tonya Tannenbaum)
What Does an Acting Manager Do?
An acting manager, also known as a talent manager, is a professional who helps guide the career of an actor. Unlike agents who focus primarily on getting their clients work, acting managers look at the bigger picture. They assist actors with strategic career planning, branding, training decisions, personal development, and more.
Managers often serve as mentors and long-term advisors. They help actors choose which auditions or roles to pursue, build their public image, and make smart decisions regarding their artistic and financial futures.
For example, if an up-and-coming actor is offered multiple roles—say, a supporting role in a high-profile indie film versus a lead in a low-budget thriller—the acting manager will help the actor weigh the pros and cons of each opportunity and decide what aligns best with their long-term goals.
How Are Acting Managers Different from Agents?
Although the terms are often confused, acting managers and agents have distinct roles. Agents are legally permitted to procure employment for actors and are typically licensed by state authorities. Their job is to submit actors for roles, negotiate contracts, and arrange meetings with casting directors and producers.
On the other hand, acting managers are more holistic in their approach. They focus on the actor’s overall career rather than just the next job. Managers often have fewer clients than agents, which allows them to provide more personalized attention.
A good comparison is that if an agent is the actor’s salesperson, the acting manager is their life coach and strategist. Both are essential, especially for actors who want to build lasting careers in the industry.
Who Needs an Acting Manager?
Not every actor needs a manager, especially when they are just starting out. However, once an actor starts gaining momentum or juggling multiple opportunities, a manager can become a valuable asset.
Child actors, for instance, often rely on managers to guide both them and their families through the complexities of the entertainment business. Similarly, adult actors transitioning from one market to another (e.g., moving from theater to film) may benefit from a manager’s insight and connections.
Well-established actors also keep managers to help maintain their brand, secure promotional opportunities, and navigate the politics of Hollywood.
Take Millie Bobby Brown, for example. She rose to fame at a very young age and credits her manager for helping her navigate fame, roles, and public perception while maintaining a sense of normalcy in her life.
Famous Examples of Acting Managers
Many successful actors owe a significant part of their careers to talented managers working behind the scenes.
Brian Lord, co-founder of Creative Artists Agency (CAA), managed the careers of major stars like Tom Cruise and Reese Witherspoon. While technically more of an agent, he played many managerial roles in shaping their long-term goals.
Another standout example is Nicole Kidman’s manager, Wendy Day, who has been instrumental in helping Kidman transition from Australian soap operas to a globally recognized film icon with a diverse portfolio.
In the world of child stars, Jackie Coogan, one of the first major child actors in Hollywood, had a manager (his mother) who unfortunately mismanaged his finances. This led to the creation of the Coogan Law, which now protects young actors’ earnings—a reminder of why competent and ethical management is so crucial.
How to Find an Acting Manager
Finding the right manager is about building a strong, trusting relationship. Here are a few common ways actors find their managers:
Referrals: Word-of-mouth recommendations from agents, coaches, or fellow actors.
Industry Events: Film festivals, showcases, or talent workshops.
Online Submissions: Platforms like IMDbPro list verified managers open to new talent.
Before signing, actors should ask critical questions about a manager’s client roster, communication style, and philosophy. A trial period is often a good idea before committing long-term.
For instance, a rising actor might meet a manager through a mutual connection and agree to a three-month trial. During this time, they assess whether the manager is proactive, well-connected, and truly understands their vision.
What Do Acting Managers Get Paid?
Acting managers typically earn 10–15% of their client’s gross earnings from work they help facilitate. This may include acting roles, endorsements, and public appearances. Unlike agents, managers are not regulated by the same legal standards, so payment structures can vary slightly.
Some managers might charge monthly fees, although this practice is frowned upon by many industry veterans. Generally, a legitimate manager will only get paid when their client gets paid.
A cautionary tale involves scammers who pose as managers and charge upfront fees for “representation.” Real managers earn their income based on their client’s success—not false promises.
Can an Actor Have Both a Manager and an Agent?
Yes! In fact, many actors benefit greatly from having both. The agent secures jobs, while the manager supports the actor’s growth, branding, and long-term vision.
The key is ensuring both professionals communicate well and work collaboratively. If an agent sees an opportunity, they’ll share it with the manager and vice versa. Coordination is crucial to avoid overlapping efforts or miscommunication.
For example, an agent might line up an audition for a dramatic TV series, while the manager ensures that the role aligns with the actor’s image or recent work. If the role doesn’t fit, the manager can advise the actor to pass and look for something better suited.
Common Myths About Acting Managers
Myth 1: Only famous actors have managers.
Truth: Many working actors—not just celebrities—have managers. Managers help with career guidance even in the early and mid-stages of an actor’s journey.
Myth 2: Managers get actors roles.
Truth: Managers don’t submit actors for jobs (agents do), although they might recommend an actor to an agent or casting director.
Myth 3: You need a manager right away.
Truth: It’s often better to wait until you have some experience and clarity on your goals before seeking a manager.
How Acting Managers Help Build a Career
A great manager does more than help land auditions. They:
Help actors create a professional image.
Advise on which headshots to use.
Recommend acting classes or coaches.
Assist with networking strategies.
Guide career decisions—whether it’s time to move cities, switch genres, or even take a break.
Think of them as a long-term business partner. For example, Jennifer Lawrence’s manager helped her make the jump from indie films to blockbusters like The Hunger Games and X-Men—a strategic leap that shaped her career trajectory.
Conclusion: The Value of an Acting Manager
While not every actor needs a manager at the beginning of their career, the value of having a trusted advisor becomes clear over time. Acting managers wear many hats—coach, strategist, counselor, and advocate—and their guidance can make all the difference in a highly competitive and unpredictable industry.
Whether you’re a newcomer looking to break into the business or a working actor aiming to elevate your brand, a good manager can be one of the most crucial assets on your journey to success.
The best manager is someone who believes in your talent as much as you do—and who works tirelessly to help you reach your goals.
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