The Algebra Of Celebrity Baby Photos

Jennifer Lopez's last two movies, El Cantante and An Unfinished Life, did only $16m between them at the domestic box office. The singer-actress has ceded the celebrity weeklies, in which her relationship with actor Ben Affleck featured heavily, to younger stars. Her current husband, Marc Anthony, is a relative unknown. So why would pictures of Lopez's forthcoming offspring be worth up to $6m to People magazine? Because box-office appeal, buzz, and spousal synergy are all outweighed by one factor: the soppy readers of celebrity magazines adore pictures of twins. They're worth not merely twice as much; the multiplier is more like two to the power of two. Which means that Angelina Jolie's twins, which benefit from much more famous parents, will smash all records; her last, solo, child brought in $4m.