Self-reflexivity in classic argentine comedy
DOI:
https://doi.org/10.24310/Fotocinema.2018.v0i16.4100Keywords:
Argentine Classical Cinema, Film Comedy, Self-Reflexivity, Entertainment Industry, Niní Marshall, Libertad Lamarque.Abstract
In the early 1940s, Argentine cinema was going through a process of industrial consolidation and the development of bourgeoisie-themed stories. Popular stars, who had ruled national film in the previous decade, faced the need to reformulate their characters and movies in order to keep their audience. In a scenario where film businessmen were getting rid of them and entertainment magazines criticized them, they looked for ways to insert themselves in this new context. A recurring strategy was self-reflective comedy, through which they dissasembled their implicit contracts with their audience by showing them the inner works of the entertainment industry. In these movies, they made explicit the transformations within the field and the possibilities they presented for popular actors. Stars such as Niní Marshall and Libertad Lamarque made use of this strategies to test alternatives, show their limitations and display the artificiality of film industry’s conventions.
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