ABSTRACT
This chapter delves further into bromance as a cultural commodity and proposes the term bromance capital. Applying these theories within advertising and the film industry, a case study on the Hugh Jackman, Ryan Reynolds and Jake Gyllenhaal bromance is investigated. Exploring this long-spanning fake-feud bromance reveals the intention behind their social media posts and provides a successful example of bromance capital in practice. The bromance developed its own value, while also presenting a relationship that was entertaining to audiences
