I would not know about endorsements. However, regarding movies, everyone makes money except the producer. A major chunk goes into stars payments
Stars, if worth the salt, then should be given a very minimal amount for signing up, but should get maximum money out of profit sharing. Same goes for directors.
It should become a norm in the industry for major money guzzling pockets of a film, like stars and star directors. Let them have their skin in the game.
Present stars do not care, because they are aware that producers are lining up just to sign the stars, and therefore do not have any bargaining power. Once it becomes a norm, there will be more emphasis on content, rather than star emphasis
