This essay analyzes the film “Violete Went to Heaven (2011), by Chilean director Andrés Wood, as a model for the ethical dilemmas present in the creation and reception of Latin American cinema in the early twenty-first century. As the dichotomy global/homogeneous versus local/heterogeneous becomes blurrier, contemporary film analysis requires a critical stance that sidesteps the limitations of outdated paradigms. Furthermore, the epistemic shift and increased attention to affect in cultural and film studies invite us to approach Wood’s film in its emotional/political context. By framing it as a contemporary melodrama in the capitalist market, we are able to better understand the complex dynamics that govern film consumption and production in a globalized world.