Transnational cult paratexts: Exploring audience readings of Tartan’s Asia Extreme brand

Research output: Contribution to journalArticlepeer-review


Recent scholarship on the branding of contemporary cult Asian cinema for western audiences has frequently drawn on Said’s seminal treatise Orientalism as a means to critique sensationalist marketing materials. Whilst the excessive character of paratexts produced by film distributors such as Tartan clearly facilitates such readings, in this article I argue that this oft-repeated criticism becomes problematic when employed indiscriminately to theorise, by extension, the audiences for these films. Drawing on a recent empirical study of responses to Asian Extreme cinema and its distribution in the UK and North America, I offer an intervention in this debate by constructing a more nuanced interpretation of the ways in which cult audiences articulate their attraction to cinematic representations of cultural difference
Original languageEnglish
Pages (from-to)35-48
Number of pages14
JournalTransnational Cinemas
Issue number1
Publication statusPublished - 28 Nov 2016

Bibliographical note

© 2016 The Author(s).

Cite this