De la americanización a la globalización de los espectadores. Nuevas proyecciones del cine nacional

ABSTRACT: In this paper we intend to reflect upon the complex issue of taste in the context of global cultural dynamics, from the recent development of Argentine cinema as an industry and concerning the audience. The policy in subsidies for production is noteworthy, as it is also the creation of national movie theaters for exhibition. In this new atmosphere of the time, we wonder if we can continue talking about “Americanization of viewers” to account for the prevalence of a type of moviegoer, as defined in the nineties by the success and dominance in a type of film and a certain way of watching movies, of a domestic kind. What relationship can be set between these new cultural climates and the promotion that several Latin American governments, in this case Argentina, make to recover the Argentine film industry? In what way the so-called cultural globalization affects the preferences of the audience? Is it possible an audience to exist for Argentine film production? Starting from news reports, interviews with movie audiences and secondary data we reflect on the difficulties of local success for the great Argentine film production. Finally, we refer to one of the latest successes of Argentine cinema, “Relatos salvajes” (Wild tales). We account for new ways of national film production and the development of a subject matter that generates empathy both locally and globally.