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




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.