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The Pusan International Film Festival, South Korean Cinema and Globalization$
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SooJeong Ahn

Print publication date: 2011

Print ISBN-13: 9789888083589

Published to Hong Kong Scholarship Online: May 2012

DOI: 10.5790/hongkong/9789888083589.001.0001

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Why Pusan?: The Political Economy of a Film Festival

Why Pusan?: The Political Economy of a Film Festival

Chapter:
(p.31) 1 Why Pusan?: The Political Economy of a Film Festival
Source:
The Pusan International Film Festival, South Korean Cinema and Globalization
Author(s):

Soojeong Ahn

Publisher:
Hong Kong University Press
DOI:10.5790/hongkong/9789888083589.003.0002

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

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