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

Pett, Emma (2017) Transnational cult paratexts: Exploring audience readings of Tartan’s Asia Extreme brand. Transnational Cinemas, 8 (1). pp. 35-48. ISSN 2040-3526

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Recent scholarship on the branding of contemporary cult Asian cinema for Western audiences has frequently drawn on Said’s seminal treatise Orientalism (1978) 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.

Item Type: Article
Additional Information: © 2016 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Uncontrolled Keywords: asia extreme,affect,agency,audience studies,decoding,orientalism,paratexts
Faculty \ School: Faculty of Arts and Humanities > School of Art, Media and American Studies
UEA Research Groups: Faculty of Arts and Humanities > Research Groups > Film, Television and Media
Depositing User: Pure Connector
Date Deposited: 25 Oct 2016 11:00
Last Modified: 21 Jul 2023 09:43
DOI: 10.1080/20403526.2016.1251679


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