Shielding idiosyncrasy from isomorphic preassures: Towards optimal distinctiveness in european filmmaking

This paper advances a micro theory of creative action by examining how distinctive artists shield their idiosyncratic styles from the isomorphic pressures of a field. It draws on the cases of three internationally recognized, distinctive European film directors - Pedro Almodóvar (Spain), Nanni Moretti (Italy) and Lars von Trier (Denmark). We argue that in a cinema field, managing artistic pressures for distinctiveness versus business pressures for profits drive filmmakers' quest for optimal distinctiveness. This quest seeks both exclusive (unique style) and inclusive (audienceappealing) artwork with legitimacy in the field. Our theory of creative action for optimal distinctiveness suggests that film directors increase their control by personally consolidating artistic and production roles, by forming close partnership with a committed producer, and by establishing their own production company. Ironically, to escape the iron cage of local cinema fields, film directors increasingly control the coupling of art and business.