‘Now playing everywhere’
Spanish horror film in the marketplace
in Contemporary Spanish cinema and genre
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This chapter looks at the 'scare tactics' deployed by three recent Spanish horror films - El arte de morir/Art of Dying (Alvaro Fernández Armero, 2000), Darkness (Jaume Balagueró, 2002) and El laberinto del fauno/Pan's Labyrinth (Guillermo del Toro, 2006) - focusing on their marketing practices, mechanics of distribution and exhibition, and critical reception abroad and in Spain. It analysis the production and marketing strategies deployed by the producers of El arte de morir and discusses how the commercial aesthetic of being 'like Scream' fared among critics and reviewers. The Spanish studio Filmax under its genre division Fantastic Factory produced Jaume Balagueró's second feature film Darkness in the wake of his critically acclaimed and award-winning debut Los sin nombre/The Nameless (1999) in international horror circuits. Like Darkness, El laberinto del fauno premiered in the Sitges Festival and it acted as the launching platform for the film in the Spanish media.


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