Borders Screening Korean DVDs9 Aug, 2006 By: Erik Gruenwedel
A Borders bookstore in Cerritos, Calif., has begun screening Korean movies on DVD in an effort to take advantage of the popularity of Asian cinema in the western United States.
On Aug. 30, as part of its Korean Drama Preview Party, the store will screen “Glass Slipper,” a popular 2004 Korean TV series about two orphaned sisters separated as children and their eventual reunion as adults.
The “Glass Slipper” DVD box set streets Aug. 22 for $99.99 from San Bruno, Calif.-based YA Entertainment.
The distributor of Korean TV DVD product claimed that more than 90% of U.S.-based Korean drama viewers are not of Korean descent, according to a proprietary consumer survey. About 29% of respondents identified themselves as Japanese while more than 20% identified themselves as Caucasian.
“Borders is excited to partner with YA Entertainment to host high quality entertainment offerings such as Korean dramas,” said Sandra Carpenter, district marketing manager for Borders Group Inc. “The dramas have gained a following and the turnout for our monthly viewing party has been phenomenal. This event, together with our better-than-average selection of K-drama DVDs, gives Borders a very global cache and makes us a great destination for K-drama fans."