When Art-house Director Enters Commercial Film Industry A Case Study of the Film "Heart Attack"
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Abstract
This paper is a study on the film Heart Attack (also known as Freelance Ham Puay... Ham Phak... Ham Rak Mor) (2015) by Nawapol Thamrongrattanarit which has attained success in the box office despite its alternative filmmaking style to the mainstream. Using textual analysis and intertextuality to study how the art-house director placed himself in the commercial industry with a film that demonstrates both the art-house and commercial elements, results show that the director’s understanding on audience demands and his strategy of embodying the art-house spirit underneath the commercial contents have been effectively performed in the film.
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