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- Title
BUILDING A HONG KONG STUDIO BRAND: MILKYWAY'S CHANGING IMAGE IN OVERSEAS CRITICAL RECEPTION.
- Authors
SUN YI
- Abstract
This article traces the changing image of a contemporary Hong Kong--based film production company, Milkyway Image, in terms of its overseas critical reception. I delineate how an unknown company later came to denote a period in the personal career of its founder and principal director Johnnie To, and eventually became a brand and a synonym for a house style. The company challenged auteur-focused readings of Hong Kong film, but overseas critics were reluctant to acknowledge Milkyway as the author responsible for its productions. Behind this reluctance was a conventional, persistent auteurist approach to film reception. As Hong Kong cinema was losing its place to other industries in East Asia, production entities within the Hong Kong film industry worked to restore its reputation by promoting collective brands at a time when cultural competitiveness was becoming an imperative in the age of globalization.
- Subjects
MILKYWAY Image Productions (Company); MOTION picture industry; TO, Johnnie; CORPORATE image; INTERNATIONAL competition
- Publication
Canadian Journal of Film Studies, 2017, Vol 26, Issue 2, p46
- ISSN
0847-5911
- Publication type
Article
- DOI
10.3138/CJFS.26.2.2017-0007