What Hong Kong cinema can take away from a popular Chinese war film
Culture Index
Score Breakdown
Relevance
14/25
Freshness
25/25
Authority
18/20
Brand Signal
14/15
Depth
6/15
5-Axis Cultural Radar
In late August, I took my parents to see Once Upon a Time in the Middle East in their small-town cinema on the mainland. Built around an unnamed conflict widely understood to be the US-led Iraq war, the film has become the kind of phenomenon no marketing budget could buy, projected to reach 2.5 billion yuan (US$372.5 million) largely through word of mouth. Its Hong Kong and overseas release will r
