Chapter

The Art of Branding:

Chi-Yun Shin

in Horror to the Extreme

Published by Hong Kong University Press

Published in print June 2009 | ISBN: 9789622099722
Published online September 2011 | e-ISBN: 9789882207028 | DOI: http://dx.doi.org/10.5790/hongkong/9789622099722.003.0005
The Art of Branding:

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This chapter examines the “Asia Extreme” label of London-based Tartan Films and its relation with recent East Asian horror films. It examines Tartan's marketing strategies and its aspiration to expand to global markets including the U.S. It focuses on its horror titles, not only because they have become the most prominent and leading examples of the label, but also because the rise of Asia Extreme has coincided with the phenomenal success of “Asian horror” with branches such as “J-horror” and “K-horror,” which have been celebrated as producing the most original and innovative horror movies of the last decade. It examines the critical reception of the most “notorious” Asia Extreme titles —Audition, The Isle, and Oldboy in the UK and the US to understand the different discourses through which the Asia Extreme films are evaluated and mediated.

Keywords: Asia Extreme; Tartan Films; East Asian horror films; Asian horror; J-horror; K-horror; Audition; The Isle; Oldboy

Chapter.  5133 words.  Illustrated.

Subjects: Film

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