Strategic casting to target Asian market based on the popularity of the Korean Wave.
- Jang Dong-gun, Ha Jeong-woo, Song Hye-kyo are the first ones to make their debut in Hollywood as the main casts of American film.
One after another, an increased number of Korean stars, including Jang Dong-gun, Rain, Lee Byeong-Heon, Jeon Ji-hyeon, Park Joon-hyung and Song Hye-kyo, had been cast in American films.
But, why would Hollywood be interested in Korean stars?
According to the analysis produced by the Film Promotion Committee, the average annual film marketing growth in America from 2000 to 2005 had been around 31,6 billion dollars. Comparing it against England (2nd – 5,2 billion) and Japan (3rd – 4,6 billion), the American market is approximately 6 time larger, the biggest market in the world. In particular, the film industry had been dramatically advanced and countless American actors are being already appearing in their films. Therefore there's seems no suitable reason to cast Korean actors who virtually has no recognition in America.
However, in the process of producing the film, the American film producers and the major studios makes careful strategy to target the international market. From 2000 to 2005, among the world's top 10 film markets, the only countries whose share of native films had been more than 50% of their overall film industry had been South Korea (9th) and India (10th) (Excluding China who has restriction on importing foreign films). Then it was followed by Japan (41.3%), France (35.6%), England (17.5%) and Italy (24.7%), showing the powerful influence of Hollywood films over majority of global film industry. Especially, at recent times, the Hollywood producers became more interested in the Asian market, which is at the stage of rapid growth.
A well-known Japanese casting director, Yoko Narahashi, who works actively in American film industry explained, "Recently, the demand of Asian actors had been dramatically increased in Hollywood. More and more Asian actors are getting into roles that would have been given to Caucasian actors in the past. Therefore, now is the best time for the Asian actors to come to Hollywood", at the Busan International Film Festival, last October.
In order ensure its influence over the international market, the Hollywood producers use the two main strategies of either casting Asian or Caucasian movie star or film the movie at the local ground. Examples of these strategic casting include the 'Mission Impossible' series, which are filmed over various countries including China and other European countries; the casting of actors such as Gong Li (Miami Vice), Zhang Ziyi (Rush Hour 2) and Don Juan Moreno y Jederique Jimenez (Da Vinci Code).
The first group of Asian actors to debut in Hollywood were from Japan during 1970s, followed by Chinese actors of 1980s and 1990s. Lately, this trend is moving towards the Korean actors as the Korean Wave sweeping through every parts of Asia.
A Korean actor in Hollywood, John Cho, who starred in a film called "West 32nd" said, "In fact, the Hollywood producers prefer a popular Asian stars who don't speak good English over an Asian actor of American origin who can speak perfect English".
Due to limitation of language and the strategic casting to target the Asian market, the Hollywood producers had been purposely casting the Asian stars for large-scaled action movies. Examples include Rain ("Speed Racer") and Lee Byeong-Heon ("G.I. Joe"). However, there aren't many who overcome this casting strategy and are recognised as real actors in Hollywood. Out of all the Korean actors, Rain made the most splendid debut in Hollywood in his upcoming movie, 'Speed Racer' with its 300 million dollar worth of production cost and being directed by the Wachowski brothers. However, one can't see any special meaning in it, other than Rain being cast as a supporting actor in a Hollywood film in behalf of all other Asian stars.
Yoo Duk-hwa (Andy Lau), who had an interview with the My Daily Telegraph last year said, "Hollywood doesn't pay sincere attitude toward Hong Kong actors" revealing his reason for not entering Hollywood. Likewise, Jackie Chan also showed his disappointment in his interview with the My Daily Telegraph in 2005, saying "I had continuous call from Hollywood, but the only genre given to me was comic action". Even China's greatest star, Jet Li, had to play villain in "Lethal Weapon" in order to make his debut in Hollywood. On the same line, Hong Kong's Chow Yun-Fat's American debut film was "The Replacement Killer", where the number of gun shooting scenes was overwhelmingly greater than the scenes where he speaks his lines.
However, Jang Dong-gun, Ha Jeong-woo and Song Hye-kyo took different ways in making their debut. The large-scaled action film, 'Laundry worrier' is targeting the international market and Jang Dong-gun is cast as the main character, exactly opposite to the pathway taken by previous Asian stars in Hollywood. Even though the motive is based on the producer's consideration towards to the Asian market, Jang Dong-gun is to be challenge the international stage as the main cast of the film.
Ha Jeong-woo's independent film, "Never Forever" evoked a great interest in the America's biggest Independent film festival, Sundance Film Festival. Recently, he had been receiving casting offers from various American producers. In addition, he is a member of American Actors Association.
Lastly, Song Hye-kyo is making her Hollywood debut with a low-budget independent film, "Fetish". She could have sign a contract with the major agency and use strategic casting to star in a large-scaled Hollywood film targeting the Asian market. However, she chose to challenge Hollywood by star in an independent film, refusing to follow the footpaths of previous Asian stars.
- Jang Dong-gun, Ha Jeong-woo, Song Hye-kyo are the first ones to make their debut in Hollywood as the main casts of American film.
One after another, an increased number of Korean stars, including Jang Dong-gun, Rain, Lee Byeong-Heon, Jeon Ji-hyeon, Park Joon-hyung and Song Hye-kyo, had been cast in American films.
But, why would Hollywood be interested in Korean stars?
According to the analysis produced by the Film Promotion Committee, the average annual film marketing growth in America from 2000 to 2005 had been around 31,6 billion dollars. Comparing it against England (2nd – 5,2 billion) and Japan (3rd – 4,6 billion), the American market is approximately 6 time larger, the biggest market in the world. In particular, the film industry had been dramatically advanced and countless American actors are being already appearing in their films. Therefore there's seems no suitable reason to cast Korean actors who virtually has no recognition in America.
However, in the process of producing the film, the American film producers and the major studios makes careful strategy to target the international market. From 2000 to 2005, among the world's top 10 film markets, the only countries whose share of native films had been more than 50% of their overall film industry had been South Korea (9th) and India (10th) (Excluding China who has restriction on importing foreign films). Then it was followed by Japan (41.3%), France (35.6%), England (17.5%) and Italy (24.7%), showing the powerful influence of Hollywood films over majority of global film industry. Especially, at recent times, the Hollywood producers became more interested in the Asian market, which is at the stage of rapid growth.
A well-known Japanese casting director, Yoko Narahashi, who works actively in American film industry explained, "Recently, the demand of Asian actors had been dramatically increased in Hollywood. More and more Asian actors are getting into roles that would have been given to Caucasian actors in the past. Therefore, now is the best time for the Asian actors to come to Hollywood", at the Busan International Film Festival, last October.
In order ensure its influence over the international market, the Hollywood producers use the two main strategies of either casting Asian or Caucasian movie star or film the movie at the local ground. Examples of these strategic casting include the 'Mission Impossible' series, which are filmed over various countries including China and other European countries; the casting of actors such as Gong Li (Miami Vice), Zhang Ziyi (Rush Hour 2) and Don Juan Moreno y Jederique Jimenez (Da Vinci Code).
The first group of Asian actors to debut in Hollywood were from Japan during 1970s, followed by Chinese actors of 1980s and 1990s. Lately, this trend is moving towards the Korean actors as the Korean Wave sweeping through every parts of Asia.
A Korean actor in Hollywood, John Cho, who starred in a film called "West 32nd" said, "In fact, the Hollywood producers prefer a popular Asian stars who don't speak good English over an Asian actor of American origin who can speak perfect English".
Due to limitation of language and the strategic casting to target the Asian market, the Hollywood producers had been purposely casting the Asian stars for large-scaled action movies. Examples include Rain ("Speed Racer") and Lee Byeong-Heon ("G.I. Joe"). However, there aren't many who overcome this casting strategy and are recognised as real actors in Hollywood. Out of all the Korean actors, Rain made the most splendid debut in Hollywood in his upcoming movie, 'Speed Racer' with its 300 million dollar worth of production cost and being directed by the Wachowski brothers. However, one can't see any special meaning in it, other than Rain being cast as a supporting actor in a Hollywood film in behalf of all other Asian stars.
Yoo Duk-hwa (Andy Lau), who had an interview with the My Daily Telegraph last year said, "Hollywood doesn't pay sincere attitude toward Hong Kong actors" revealing his reason for not entering Hollywood. Likewise, Jackie Chan also showed his disappointment in his interview with the My Daily Telegraph in 2005, saying "I had continuous call from Hollywood, but the only genre given to me was comic action". Even China's greatest star, Jet Li, had to play villain in "Lethal Weapon" in order to make his debut in Hollywood. On the same line, Hong Kong's Chow Yun-Fat's American debut film was "The Replacement Killer", where the number of gun shooting scenes was overwhelmingly greater than the scenes where he speaks his lines.
However, Jang Dong-gun, Ha Jeong-woo and Song Hye-kyo took different ways in making their debut. The large-scaled action film, 'Laundry worrier' is targeting the international market and Jang Dong-gun is cast as the main character, exactly opposite to the pathway taken by previous Asian stars in Hollywood. Even though the motive is based on the producer's consideration towards to the Asian market, Jang Dong-gun is to be challenge the international stage as the main cast of the film.
Ha Jeong-woo's independent film, "Never Forever" evoked a great interest in the America's biggest Independent film festival, Sundance Film Festival. Recently, he had been receiving casting offers from various American producers. In addition, he is a member of American Actors Association.
Lastly, Song Hye-kyo is making her Hollywood debut with a low-budget independent film, "Fetish". She could have sign a contract with the major agency and use strategic casting to star in a large-scaled Hollywood film targeting the Asian market. However, she chose to challenge Hollywood by star in an independent film, refusing to follow the footpaths of previous Asian stars.
