Cinema Journal (2006) - Brand-Name Literature: Film Adaptation and Selznick International Pictures' Rebecca (1940)

Details

• article: Brand-Name Literature: Film Adaptation and Selznick International Pictures' Rebecca (1940)
• author(s): Kyle D. Edwards
• journal: Cinema Journal (31/Jul/2006)
• issue: volume 45, issue 3, pages 32-58
• DOI: 10.1353/cj.2006.0028
• journal ISSN: 0009-7101
• publisher: University of Texas Press
• keywords: "Hitchcock and Selznick" - by Leonard J. Leff, "The Women Who Knew Too Much" - by Tania Modleski, Alfred Hitchcock, Andrew Sarris, Audiences, Brands, Cary Grant, Daphne du Maurier, David Bordwell, David O. Selznick, Employees, François Truffaut, Grace Kelly, Houses, Jamaica Inn (1939), James Naremore, Joan Fontaine, Judith Anderson, Kay Brown, Laurence Olivier, Leonard J. Leff, Margaret Herrick Library, Marketing, Motion picture directors & producers, New York City, New York, Novels, Paramount Pictures, Political power, Rebecca (1940), Robert Stam, Robin Wood, San Francisco, California, Selznick International Pictures, Spellbound (1945), Tania Modleski, The Paradine Case (1947), Titanic, Universal Studios

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Abstract

Using the 1940 film Rebecca, this article explores the strategies of literary acquisition and film adaptation employed by Selznick International Pictures in the late 1930s and early 1940s. Key here is the argument that the adaptation and marketing of Rebecca is consistent with a branding strategy that the independent studio instituted to offset industrial disadvantages.