Marketing auteurism: the vanishing industry model behind Pedro Almodóvar’s success in the US

Objective: To establish a model and then consider whether that model will continue to function in the future. Almodóvar’s typical production-distribution structure and exportable filmmaking style are outlined, as are his US distributor’s strategic use of specialised press, elite events and targeted marketing of arthouse audiences with a specific cultural capital and an established view of European cinema. Methodology: The article focuses on qualitative research, supported by quantitative box office data, to analyse Almodóvar’s reach in the US and to study influences and trends in the North American market. Relevant interdisciplinary theoretical frameworks are applied to explain and contextualise the data. Results: The article finds clear patterns of production, distribution and marketing that constitute a model built around Almodóvar’s status as an auteur, and it finds that all elements comprising that model are currently in flux, as are US audiences and US media in general. Limitations: It is beyond the scope of this study to fully address the impact of the rise of streaming services on the cinema box office or the market for non-English-language films in the US. The planned world premiere of the director’s first English-language feature film in the fall of 2024 also represents a new direction for the filmmaker worthy of its own future study. Contribution: The article takes a unique industry-focused approach to analysing both Almodóvar’s success and the US market and audience. It builds on current academic research and opens other clear avenues for further research. It can also provide strategic insights for producers, distributors and marketers.