"Carl Laemmle Presents": A Story of Political and Cultural Risk in Germany, 1917–1934. Issue 3 (2021)

• Record Type: Journal Article
• Authors: Fear, Jeffrey; Stanca-Mustea, Cristina
• Is Part Of: Business history review. Volume 95:Issue 3(2021)
• Page Start: 375
• Page End: 421
• Publication Date: 2021
• Subjects: strategy -- political risk -- creative industry -- cultural risk -- cultural discount; Business -- Periodicals; Business -- History -- Periodicals; 330.09
• DOI: 10.1017/S0007680520000902
• Languages: English
• ISSNs: 0007-6805

Abstract

Abstract : Led by German-born Carl Laemmle, Universal Pictures devoted itself to winning over the German market in the interwar period. Yet the German market proved difficult to crack, owing to political risk and cultural distance. We argue that cultural differences kept most American films from becoming more successful, even those that were shown in German theaters and prior to the advent of sound film. Universal Pictures resorted to a film strategy of localization using German actors and directors, which proved a winning formula just as the Nazis came to power.