re: who is considered the greatest/biggest movie star of all time?

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I lean toward cultural icons as a major factor:

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cultural icon is a major factor, but its ironic that the 2 biggest cultural icons in the history of film both had relatively short careers as they died very young(james dean and monroe). James Dean is in no way the greatest male film star of all time, but he is probably a bigger cultural icon than any other male actor(I'm not considering elvis as he was a musician first than turned to acting).