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Exporting ‘Content’ in the Face of Indifference
Attempts by Japanese producers to ‘crack’ the North American entertainment market date back to the 1910s, and were driven by both profit motive and ideological desires to have one’s own cinema recognised by the hegemonic other. This paper considers the historical difficulties of exporting Japanese films to the most desirable markets in the West. In this context, it examines recent Chinese attempts to enter American cinema production and distribution, and contemplates the implications of the failure of these efforts for the regional export of Japanese films.