Definition February 2024 - Web


not just in horror, but across the whole landscape of cinema.” The timing of the comeback is no accident, according to Rogers, who believes we’re in the midst of a renewed appreciation for high-quality, character- driven horror narratives. It seems an uncanny coincidence that Hammer’s one-time arch rival, Amicus Productions (responsible for classics including Tales from the Crypt ), has also recently been revived. But Rogers is keen to stress that Hammer’s new incarnation won’t just be about rehashing past glories. “We’re focusing on reimagining and reinventing our brand for the contemporary landscape. We are leveraging new technologies, diverse storytelling perspectives and fresh talent, bringing a modern twist to the classic Hammer style,” he says. “The aim is to preserve the essence of what made Hammer iconic, while making it relevant and exciting for today’s audience.” The team is looking to adapt to the changing landscape and ensure Hammer’s continued relevance by blending its classic horror with contemporary themes. It will also be embracing streaming platforms and collaborating with exciting emerging filmmakers and actors to bring fresh perspectives to the storytelling. The game plan seems to be on track so far. The resurrection has generated an overwhelming response, reflecting the deeply held affection for the brand

but also igniting the interest of a new generation, as Rogers explains: “The enthusiasm extends beyond just our traditional fanbase; we’ve witnessed a growing interest in younger people who are discovering Hammer’s unique style for the first time. Industry response has also been encouraging, with many recognising the potential for innovative storytelling within the horror genre that Hammer is known for. “This revival has sparked a renewed interest in the genre, highlighting the timeless appeal of our storytelling and the enduring impact of our brand,” he concludes. “We are excited about this journey and committed to delivering content that lives up to the legacy of Hammer Films – while pushing the boundaries of modern horror.”

And what a legacy it is. It’s no exaggeration to say that Hammer Films – with its luxuriously macabre signature style – changed cinema forever, inspiring more than a few of today’s most celebrated filmmakers (Guillermo del Toro and Tim Burton, to name a couple). The lasting imprint on subsequent generations of filmmakers is not lost on Rogers, who suggests that Hammer didn’t just produce films, it created a whole new lexicon for horror cinema. “Our approach, characterised by vivid colours and intricate set designs, set new standards in cinematic horror. It inspired a more visually compelling and narrative-driven filmmaking,” he insists. “Additionally, our legacy in pioneering independent film production in the UK showed that compelling, innovative filmmaking doesn’t always require major studio resources,” he continues. “This has inspired generations of filmmakers to push creative boundaries, regardless of constraints. Hammer’s impact is evident

SCHLOCK HORROR! Eddie Izzard as Doctor Jekyll (2023), vintage Hammer Films posters and Christopher Lee as Count Dracula (1958)



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