For much of the history of
North American animation, voice actors had a low profile as performers, with
Mel Blanc, the chief voice behind the
Looney Tunes characters, as the major exception. Over time, many
movie stars began voice acting in films.
Aladdin was marketed with a noted emphasis on
Robin Williams' role, against the actor's own wishes. The success of the film eventually spurred the idea of highlighting the voice actors as stars of a film, this becoming the norm in
film marketing, with a greater focus on hiring Hollywood celebrities for name power, rather than performers with most experience in voice acting. Using
anime voice actors as a box office draw was developed far earlier
in Japan. on the problem with the use of celebrities in voice acting Some voice actors, such as
Billy West, are highly critical of using
A-list actors for voice roles in animated feature films. A particular point of contention is the practice of bringing on veteran voice actors (who are generally capable of greatly altering their voices and inflections in order to create personalities for characters) to read for a part, and then use the recording of the professional voice actor as a guide for the movie star, even though the actual character creation work is being done by the unpaid voice actor. West struck back at this practice in
Comic Book: The Movie, in which the entire main cast comprises professional voice actors. == Voice actors for commercials and local television ==