June 2, 2006
Brand Naming: Enter the Dragon Dynasty
The Weinstein brothers have announced a new title for their fledgling library of Asian movie titles: Dragon Dynasty, which will be a subsidiary brand name under the Weinstein Co. banner.
I have already looked at how large movie houses are pushing their differently named art-house subsidiaries to attract the indy film market in an earlier post. The introduction of Dragon Dynasty allows Weinstein Co. to bring what is essentially a niche film market (Asian films) within a niche film market (art house films) to a wider audience.
Dragon Dynasty is of course a very descriptive name and a well used one in Chinese/American cinema: I immediately think of Bruce Lee’s Enter the Dragon.
Of further interest, I think, is the careful way in which the Weinsteins have separated their new art-house film brand name, Weinstein Co., from this fascinating foreign film distribution effort, which seems as if it will encompass special edition DVD sets as well as movies hand-picked for theatrical release.
To make things even more interesting, they have wisely selected Quentin Tarentino to help build the brand, who is a rabid fan of Asian films and whose Kill Bill movies are worthy additions to the new age of martial arts films. Sandra Lim, in a recent blog post on Cinematical, discusses what Quentin's bringing to the table.
From a product naming perspective, I cannot help but wonder how the Weinstein and Tarantino brand names (which are both associated with edgy art house films) will have a spill over effect on the Dragon Dynasty brand.
I will certainly be watching whatever they recommend. This is a brand built by aficionados for aficionados. I am very sure that news will travel fast among the Dragon target market, and all the faster since Tarantino and the Weinstein brothers are behind it.
And a new customer base of Asian film fans will be created.
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