From Hollywood to Radio Nacional: The Hiring of Ramón Novarro in Buenos Aires in 1934
This article aims to reconstruct the hiring of the Mexican actor Ramón Novarro —renowned in Hollywood— by the pioneering multimedia entrepreneur Jaime Yankelevich in 1934. The study of this specific case allows us to explore the innovative strategies developed by the capitalist to promote and positi...
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| Format: | article |
| Language: | Spanish |
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2025
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| Online Access: | https://revistas.ucu.edu.uy/index.php/revistadixit/article/view/4461 https://hdl.handle.net/10895/6137 |
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| Summary: | This article aims to reconstruct the hiring of the Mexican actor Ramón Novarro —renowned in Hollywood— by the pioneering multimedia entrepreneur Jaime Yankelevich in 1934. The study of this specific case allows us to explore the innovative strategies developed by the capitalist to promote and position Radio Nacional, the flagship company of his media conglomerate. Our objective is to reconstruct the uniqueness of this commercial agreement, analyze the promotional maneuvers, advertising partnerships, press coverage, and assess the outcomes of the venture. The analysis reveals that the actor’s visit marked a milestone in the entertainment industry, confirming the effectiveness of attracting international film stars —adored by the public— to perform in front of microphones and on Buenos Aires stages. The benefits of this transaction extended to both the economic and artistic realms, resulting in the consolidation of an effective and replicable model for the future. |
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