8legs: Mark chua

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Indie Genre Pic ’Strange Root’ Bets That Its Expanded Cinematic Universe Will Grab Producers at the Hong Kong – Asia Film Financing Forum

Strange Root is pitched as the central hub of an expanded cinematic universe at HAF, aiming to connect a film with games, exhibitions and books.
The producers plan a multi‑medium strategy including video games, art installations and publishing before the film’s cinema release.
Co‑producers are expected to buy into a long‑term ecosystem rather than a single feature, according to the filmmakers.
The project has already toured multimedia spaces, including Singapore Art Week 2025 and Berlinale, signaling a proven transmedia track record.
Lam Li Shuen and Mark Chua emphasized collaboration and low‑risk testing with partners across projects.
The team argues genre projects can be globally legible while remaining culturally specific.
Strange Root seeks to counter cinema attendance declines by offering immersive experiences beyond traditional film.
The film’s world‑building extends to live experiences with potential exhibitions and installations.
The film is set in 11th‑century Singapore and follows a yam‑root demigod amid mythical beasts.
The project aims to attract co‑producers by presenting a robust, scalable ecosystem rather than a single film.
The story highlights modern audiences' demand for experiential cinema and expanded IP.

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