Film agents are negotiators on behalf of actors, directors and others within Hollywood dealmaking of the post-studio era. Typically portrayed in mass media as leeches because of their lack of creative roles and the high percentages they demand (10–15 percent of the deal), they increasingly represent important packagers of film and television productions and even gateways into the profession, a role that has spread into sports, arts and other arenas (see Tom Cruise in Jerry Maguire, 1996). Major talent agencies have included MCA and William Morris, while agents like Michael Ovitz have gained name recognition in their own right.