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Marketing Boys' Love: Taiwan's Independent Film, Eternal Summer, and Its Audiences

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After winning Best Director and Best Picture honors at the 63rd Golden Globes, Ang Lee's Brokeback Mountain went on to win several other important awards at the Academy. Lee, as a major internationally acclaimed director, has been heavily employed to symbolize a fluid global upward mobility for local Taiwanese filmmakers. As expressed at a press conference, the Taiwanese government has hoped that the popularity and success of Brokeback Mountain will spur the development of all segments of Taiwan's film industry--financial planning, marketing, and film production and management, as well as the cultivation of new talent (Taiwan's GIO, 2007). This article examines how pleasures, desires, and identities function among gay men and teenage females.
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Keywords: Taiwanese film industry; audience response; eternal summer; gay themed movies

Document Type: Research Article

Publication date: March 1, 2008

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  • Asian Cinema is a seminal journal, which has been published since 1995 by the Asian Cinema Studies Society under the stewardship of Professor John Lent. From 2012 Asian Cinema will be published by Intellect as part of our Film Studies journal portfolio. The journal currently publishes a variety of scholarly material - including research articles, interviews, book and film reviews and bibliographies - on all forms and aspects of Asian cinema. The journal's broad aim is to advance understanding and knowledge of the rich traditions of the various Asian cinemas, thereby making an invaluable contribution to the field of Film Studies in general.
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