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Up until the turn of the millennium, there had been very little positive representation of women and women in action characters in the action film genre. Two notable exceptions were Ellen Ripley in the Alien movies and Sarah Connor in the Terminator franchise. Whilst this has certainly changed over the last 20 years, one action/horror/science fiction heroine remains neglected: Project Alice in the six Resident Evil films. Portrayed by Milla Jovovich, and loosely based on the platform game character, Project Alice is strong, driven, motivated and tough. This chapter will, through detailed analysis of character, her physical presence through the clothing she wears, psychogeographical aspects, her use of weapons and narrative arc, clearly demonstrate the importance of Project Alice to the horror genre.

An amateur boxer; A professional soldier turned indestructible zombie; A fast-driving heister; A combat pilot on another world; A taco truck driver with a heart of gold; A Smurf; Michelle Rodriguez, American actress, has played them all. As Leticia ‘Letty’ Ortiz, Rodriguez' most famous role offers both a sensitive portrayal of a tenacious woman living out a tough existence who exhibits as much courage, strength, moral standing and fibre as her male counterparts, whilst also revealing a softer, emotional side and one that focuses on family and ideals of accepting Motherhood. This is what makes Rodriguez such a fascinating contradiction. Whilst much praise is heaped on other actresses for their roles in action films, this chapter will offer, through both an overview of her action-hero career and in-depth look at Rodriguez's work in the Fast and Furious films, an insight into the importance of this actress to the growing canon of action hero(ine) characters and film stars.

The world of the Action Film is a complex one. Whilst explosions may go off around the hero or heroine, skyscrapers crash into rubble, cars smash into one another, or the villain lives to fight on in another sequel, one thing is certain: the action film, loved and loathed in equal measures, remains a staple genre in cinema.

Sylvester Stallone's first appearance as John Rambo in First Blood was in 1982. It seems only logical, then, that this first edited collection in a three-volume publication is dedicated to the first 20 years in which action cinema began in earnest and grew to what it is today. By focusing on the 1980s to 2000, it becomes apparent that the action film is not simply gung-ho heroics played out to an expectant audience. Rather, it is a complex one, and one that demands further investigation.

This cutting-edge collection focuses on such areas of study include new, exciting and bold work on gender linked to vehicles, an LGBTQ+ case study of the Angel trilogy, star studies of Keanu Reeves and Arnold Schwarzenegger, sword and sorcery films, buddy-buddy cop movies, international examinations of action in both the films of Wong Kar-Wei and Colombian national cinema, and much more. Each chapter is housed within an academic framework and in-depth analysis is throughout.

This is the first volume in Emerald Publishing's bold examination of gender in action cinema. The following volumes will look at post-2000 work, focusing on Stars, Warriors, Bombshells and Atomic Blondes, and Transformations in action cinema. Much work has been written on action cinema, but in this collection you will time travel back to two decades in which one of the most spectacular genres erupted onto cinema screens. Whilst the action movie may still have its detractors, this book has been written for you to explore the complexities of gender portrayals in this genre. Above all else, it has been written for you to enjoy.

In this, the exciting first volume of a three-volume edited collection, you will be taken on a gender-focused adventure through action cinema's formative years. Through a series of in-depth case studies and analysis, each chapter focuses on the way that gender has been discussed in such films as the Mad Max franchise, sword and sorcery films, and the Angel trilogy. There are character case studies, including Ellen Ripley in Aliens, Sharon Stone in her ground-breaking work as femme fatale, Arnold Schwarzenegger and Keanu Reeves. We also take you on a journey through the action cinema of Wong Kar-Wai and Action Women in Colombian national cinema. The collection even takes you into the gendered dinosaur world of Jurassic Park. Whilst Action Cinema has often been derided, it has also been celebrated. We hope that this edited collection will make you want to revisit the action movies of the past, whilst we open them up to brand new interrogations.

The image of Mel Gibson and Hugh Jackman (as Wolverine) in the Mad Max and X-Men franchises represents traditional heroic action masculinity. This chapter explores the roles of female action heroes in defying patriarchy and subverting action film genre stereotypes in male-dominated franchises. In contrast to past characterisations of Max, Mad Max: Fury Road (2015) provides both a departure to the role of Max as the male saviour seeking vengeance, by focusing on Imperator Furiosa and offering space for a portrayal of femininity characterised by inclusivity and tolerance. In Logan (2017), the decay of Wolverine is central to the narrative. Rather than the portrayal of an immortal hypermasculine hero in the previous X-Men films (with emphasis on men in X-Men), a new female mutant Laura assumes his mantle. In this context, I consider the gender roles and depiction of women in these films, and how they may be read as offering a futuristic vision of utopia in dystopian narrative worlds.

In the distant future, the social and economic systems build by the patriarchy are crumbling, causing an environmental crisis and divisive society, where people who are different (mutants) are hunted down. Mad Max: Fury Road and Logan both offer an alternative depiction of women and girls, providing new perspectives to navigate an uncertain dystopian world through fierce female warriors Furiosa, and mutant girl Laura. Ultimately this chapter demonstrates that survival in the post-apocalyptic and dystopian worlds represented in Mad Max: Fury Road and Logan may be achieved via a subversive feminist solution/utopia to the crisis of masculinity.

The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity.

The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding.

The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement.

Research contributions and directions for future research are provided.