But Malcom in the Middle was in syndication (151 episodes), so plenty of people knew his face if not his name, because reruns were airing 2x a day in virtually every US television market, and this was back before streaming so syndication was a huge way to get audience awareness.
. The That 70s Show comparison is apt, and while he wasn’t Ashton level of famous from the show, he and the actress that played his wife (Jane Kaczmarek) were both better known than the actors who played the parents on That 70s Show.
Cranston was also the perfect person to cast for Breaking Bad because his character was so different from who audiences expected him to be. It worked brilliantly, the juxtaposition between the kind of zany (if put-upon and long suffering) dad then playing a dramatic role of a high school teacher turned drug-lord.
Having a cast of mostly lesser-knowns and unknowns is one thing. Having zero even recognizable names for a production that costs half a billion dollars is something else.
And Bryan Cranston was a recognizable, if not super famous, name. That’s part of why Breaking Bad worked, it subverted expectations and brought in some character actors that were at least visually familiar to audiences.
Same with the LOTR films. Liv Tyler was actually really huge at the time, having been in a series of high-profile blockbusters and also famous as a pop-culture figure thanks to her dad her music video appearances. Cate Blanchett was already famous, having been nominated for Oscars and BAFTAs. Sir Ian McKellan had been knighted for 20 years and also had nominations and awards out the ass. Sean Astin and Elijah Wood were successful child actors trying to bridge to adult roles. No one was too big of a name to cost too much or detract too much from the story, but you had enough recognizable names to get people excited about the trailer.
The Marvel films followed a similar thing. RDJ, obviously extremely famous already but Iron Man was his ultimate comeback role. ScarJo was also already a huge name (which Marvel used to their advantage for the next decade plus, b/c she was A-list and at the top of her career), and they balanced that with lesser-known names that became big stars.
I don’t think anyone is saying you need a star-studded cast. If anything, that works against you for properties like this, because people have already seen the characters in their mind or in other adaptations. But you usually need one or two recognizable faces, at least with a budget of this size. A smaller-budget show can have a cast of unknowns that hopefully then blow up into superstars, but we’re talking about a budget that eclipses even the largest film properties, where you’re not paying a lot of it towards the above the line expenses.
I think Amazon execs think the power of the LOTR brand can overcome anything else, and maybe they are right. But I don’t know if I would risk $500m of a production with zero recognizable names in front of or behind the camera. Even Stranger Things had Winona Ryder, after all.