'People Who Think Outside The Box': British Audiences and Asian Extreme Films

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This article considers the reception and fandom of Asian Extreme films in the UK between 2001 and 2011. The origins of the Asian Extreme category are closely associated with Tartan’s ‘Asia Extreme’ distribution label, which played a pivotal role in promoting and disseminating these films in the UK between 2001 and 2008. Since 2008, when Tartan went into administration, several academics have considered the impact of their marketing campaign on the reception of East Asian cinema in the UK (Needham, 2006; Martin, 2009; Shin, 2009). More significantly, a range of conflicting claims have been made by film critics, censors and academics about this contested genre and its audiences. This article identifies these claims and examines them in relation to the findings of a research project investigating British audiences of Asian Extreme films. In particular, it explores over 700 responses to an online questionnaire and considers the different ways in which the respondents use, negotiate or challenge the discourses circulating about audiences for this category of films.
Original languageEnglish
JournalCine-Excess eJournal
Publication statusPublished - Aug 2013

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