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Kevin Spacey refused top billing for Seven to avoid giving away the killer's identity in the opening credits. The producers offered him top billing, but he didn't want to spoil the viewers. He also saw it as an advantage, because that way he didn't have to participate in any of the marketing or publicity junkets and other events that stars have to go through.
What the hell are you supposed to do with celebrity? Buy houses and airplanes? You know, everyone’s talking about this pathetic issue and it’s not interesting to me. I’m an actor. That’s who I am. Celebrity is not a profession.” Kevin Spacey, Player Magazine, August 2006. This Day in Spacey History