Trailing the Spanish auteur
Almodóvar’s, Amenábar’s and de la Iglesia’s generic routes in the US market
in Contemporary Spanish cinema and genre
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This chapter explores the genrification of the Almodovar brand in the US media and cinematic imaginary as a point of departure to tackle how the concepts of genre, authorship and Spanish cinema itself acquire different meanings when transposed into a foreign film market. It analyses the relationship between genre and Spanish cinema within a foreign film market. The chapter shows how the films of the three directors, namely, Pedro Almodovar, Alejandro Amenabar, Alex de la Iglesia, come to occupy distinct generic positions in the US market, depending on which cinematic attributes a distributor chooses to highlight or downplay in order to enhance their marketability. It examines the function of film within a variety of circuits of cultural, economic and ideological exchange. The chapter also analyses the domestic and US trailers of Almodóvar's, Amenabar's and de la Iglesia's films.


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