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Horror to the ExtremeChanging Boundaries in Asian Cinema$
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Jinhee Choi and Mitsuyo Wada-Marciano

Print publication date: 2009

Print ISBN-13: 9789622099722

Published to Hong Kong Scholarship Online: September 2011

DOI: 10.5790/hongkong/9789622099722.001.0001

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PRINTED FROM HONG KONG SCHOLARSHIP ONLINE (www.hongkong.universitypressscholarship.com). (c) Copyright Hong Kong University Press, 2022. An individual user may print out a PDF of a single chapter of a monograph in HKSO for personal use.date: 23 May 2022

The Art of Branding:

The Art of Branding:

Tartan “Asia Extreme” Films

(p.85) 5 The Art of Branding:
Horror to the Extreme

Chi-Yun Shin

Hong Kong University Press

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

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