Ramona CURRY (University of Illinois at Urbana-Champaign), Bridging the Pacific with Love Eterne: Issues in Early Crossover Marketing of Hong Kong Cinema , English/36 Pages, June 2004.


The common film historical perspective that traces the American popularity of Ang Lee's Crouching Tiger, Hidden Dragon (2000) to the early 1970s U.S. market ¡§breakthrough¡¨ of Hong Kong ¡§kung fu¡¨ movies occludes a forgotten record of previous ¡§cross-over¡¨ exhibition of numerous ¡§made in Hong Kong¡¨ film genres. For example, among the Hong Kong films that ran for weeks in the mid-1960s at a mid-town Manhattan art cinema was Love Eterne (1963), a musical costume drama that was phenomenally popular in Asia. Beginning at least 15 years before martial artist Bruce Lee became a ¡§cross-over¡¨ star, Hong Kong movie producers including Run Run Shaw, collaborating with a San Francisco-born engineer named Frank Lee, worked to market Chinese language films to broad U.S. audiences. Their patient, multifaceted efforts arguably laid the groundwork for the later successes of Hong Kong and other Chinese films in the U.S., from the first ¡§kung fu¡¨ wave to, more recently, Ang Lee's gender, genre, and cultural border-crossing films.