Romancing “Yesenia”: How a Mexican Melodrama Shaped Global Popular Culture by Masha Salazkina ISBN 9780520400757, 9780520400764, 0520400755, 0520400763 instant download
"This book considers the unexpected and mostly unexamined popularity of the Mexican film Yesenia (Alfredo B. Crevenna, 1971) in the Soviet Union.
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Set during the Second Franco-Mexican war, this unassuming movie melodrama was based on a successful television series, itself an adaptation of a popular women's romance graphic novel, a genre that was extremely common in mid-century Mexico. Screened in the Soviet Union in 1975, Yesenia became the highest grossing film in the history of Soviet film exhibition, unsurpassed by any movie, foreign or domestic.
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Based on ticket sales alone, it was seen by an astounding 91.4 million viewes in only the first year of its release. Yesenia's popularity in the socialist bloc, largely unbeknown to its Mexican producers, continued for decades after its initial release as the film migrated from cinemas to television screens and video. Boosted by its success with Soviet audiences, the film enjoyed a similarly spectacular exhibition history in China in the late 1970s, when the country was opening itself up to more international media, paving the way for other Mexican and Latin American productions broadcasted on Chinese television in decades to follow.
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Approaching this period restrospectively, cognizant of more contemporary developments in the global media, I conceive of this episode in film history through a framework of television culture whose increasing impact, I argue, shaped both the film's Mexican production and its subsequent reception within the Socialist bloc. I also argue that Yesenia's popularity carved out a crucial node within the global circuit of cultural and industrial networks, further enabling Latin American media's transcontinental reach.
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