“…Examining the film TransAmerica, Andre Cavalcante (2013) observes similar promotional tactics designed to disavow queer content. Likewise, numerous critics have discussed the ways the marketing of Brokeback Mountain reifies readings of the film either as a 'universal love story' or as a 'gay cowboy movie' (Cooper and Pease, 2008: 249), subsequently neutralising the film's troubling of heteronormativity in a quest to secure greater mainstream success (Cooper and Pease, 2008;San Filippo, 2013;Piontek, 2012). In these ways, domestication impacts on-screen representation.…”