engleski

Hollywood comes to Central Europe: the Fanamet beauty contest in Central and Southeastern Europe

In the middle of 1920s Hollywood film companies joined their forces in order to penetrate and take control of the Central European market. Therefore two companies were founded: Parufamet, which dealt with the German market, and Fanamet, which was responsible for the rest of Central Europe, the Baltics and the Balkans. Fanamet‘s first step was organizing and introducing the latest American invention: the beauty contest. The first part of the article deals with the growth of American film industry and its efforts to penetrate Central European market. The second part is concentrated on the contest itself, and in the final part the concepts and the reception of the Fanamet beauty contest are analyzed. The research is based mainly on Austrian and Croatian magazines of the time, and it aims to analyze the intersections of the global processes and the local cultural concepts and traditions. It is focussed on expansion strategies and the use of local traditions in global processes.

Gender history, film history, beauty contest, Štefica Vidačić, Fanamet, Central and Southeastern Europe

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