Already a popular American figure, in the 1980s the zombie was also exported to Europe. Italy especially embraced its gory cinematic potential. The zombie lost its political dimension, and instead directors wallowed gleefully in the grotesque bloodiness of it all. But after a while, viewers had had enough and the zombie fell out of favour in the 1990s. Peter Jackson's Braindead is the bloody, beating core of this gory zombie sub-genre.