Ultimate challenge: Finding a new Asian superhero

By now you’re probably thinking: Michael who? Michael Uslan is undoubtedly one of the most accomplished movie producers in Hollywood history and probably best known as the man who successfully masterminded the transition of Batman from comic-book caped crusader to silver-screen superhero.
During his tenure as the executive producer of the modern day Batman franchise, he has worked with great actors like Michael Keaton and Christian Bale, and legendary directors in Tim Burton and Christopher Nolan. The latter two have played essential roles in helping to establish Uslan’s vision of Batman as the dark and misunderstood character we’ve grown to know. Not surprisingly, the Batman movies under the modern franchise have gone on to gross almost US$4 billion (Bt133 billion) during a period spanning 23 years, and counting, with “Batman v Superman: Dawn of Justice” scheduled to be released early next year.
I don’t want to regurgitate too much on Batman’s glorious past, but would rather focus on the excitement of the future, especially in this part of the world. Uslan mentioned specifically how last century’s superheroes were all manifested through ancient folklore, depicted through a modern reinterpretation that is relevant to the everyday fan.
But all of these depictions have all been translated from Western mythology. So Uslan’s biggest challenge, as he mentioned, is to unearth an Asian superhero that will transcend both language and culture, yet appeal to the global moviegoer.
Once a starry-eyed kid myself, I used to follow superheroes avidly across three continents; from Superman to Asterix and Obelix, and later to Tsubasa. It was stuff that made little boys dream, inspired to do good and achieve greatness. But the bottom line is: Superheroes make good business, and all of it stems from great creativity, inspired through untold ancient stories.
The success of Batman and various other superhero franchises has already clarified that people love to consume superhero stories, and are apparently not tired of it.
With new media on the rise, combined with a rapidly emerging middle class, Uslan has identified Asia as the No 1 growth driver of tomorrow’s film industry. And it is in the hands of that consumer, how he wants to watch his next movie, as he is spoiled with a plethora of options to fulfil his entertainment needs.
For decades, we may have become entrenched in the idea that all superheroes must hail from the West by default, having become victims of post-World War II propaganda, or for whatever reason. The period for change couldn’t have come at a better time, as an economic shift of seismic proportions is already taking place, right here in Asia. We have an abundance of rich cultural folklore that has spanned across centuries, ranging from Hindu mythologies to modern-day Japanese manga, all dreaming to become the next blockbuster movie, rooted in an Asian context and all of its contemporary problems.
When Manny Pacquaio Pacquiao fought Floyd Mayweather, all of Asia was behind him and it became increasingly clear that the world’s largest continent is crying out loud for a home-grown caped crusader, as a source of pride and relevance – in both the social and cultural contexts. Only time will tell when that superhero will emerge for us to admire, but you can bet your bottom dollar that a man named Michael Uslan will have a say in that.
In summary, whatever is good for the heart is also great for the wallet.

Pradon Sirakovit is associate director for strategy and innovation, IPG Mediabrands.