Why Pusan?: The Political Economy of a Film Festival

Soojeong Ahn

in The Pusan International Film Festival, South Korean Cinema and Globalization

Published by Hong Kong University Press

Published in print November 2011 | ISBN: 9789888083589
Published online May 2012 | e-ISBN: 9789882209268 | DOI:
Why Pusan?: The Political Economy of a Film Festival

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This chapter demonstrates how and why PIFF constructed and used its Asian identity as its core marketing strategy, bringing to light a series of regional self-definition processes that the festival has used to differentiate itself from Asian rivals such as Tokyo, Hong Kong and Shanghai. It illustrates the motivations and interests of different Korean groups in helping this economic, political and social success. The chapter also documents how PIFF conceptualized and manipulated the notion of regionalization within the global film industry, linking the urban regeneration of Pusan city with its industrial drive to forge regional networks.

Keywords: marketing; competition; regionalization; urban regeneration; development; film industry

Chapter.  12560 words. 

Subjects: Film

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