The 1988 IMAX docudrama Alamo: The Price of Freedom became embroiled in a public controversy before audiences ever saw it. Texas Cavalcade Corporation, whose president George McAlister co-wrote the film and whose new San Antonio IMAX theater was built to exhibit it, screened a 73-minute rough cut for approximately 40 Hispanic leaders on December 21, 1987. San Antonio city councilor Walter Martinez condemned the picture as having “no redeeming social value” and lacking artistic quality, while other critics argued that the film presented the Alamo almost entirely through the heroic viewpoint of William B. Travis and failed to give Tejano defenders meaningful voices. The most inflammatory sequence depicted James Bowie being killed by eight Mexican soldiers who bayoneted him, lifted him into the air, and paraded his body. Producer Doug Beach defended the scene by citing at least one historical account, but the imagery was denounced as sensationalized anti-Mexican spectacle. Martinez also objected that Juan Seguín, one of the most important Tejano figures connected to the Alamo, received only half a sentence in the entire film, while a romantic scene between an Alamo defender and a Mexican woman was criticized as historically and culturally tone-deaf.
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