HKTB promotes movie tourism in HK with new campaign

In light of the global trend of in-depth tourism, the Hong Kong Tourism Board (HKTB) has launched a new campaign “Live out the cinematic Hong Kong” to pay tribute to Hong Kong movie classics and promote movie tourism. 

The campaign features a docufilm Hong Kong Classics Reimagined which premiered on Friday in M+ cinema, West Kowloon Cultural District.

The premiere brought together both seasoned and emerging movie makers to recreate classic Hong Kong movie scenes in a new 60-minute film featuring six popular genres in six short films against the backdrop of various iconic Hong Kong attractions and landmarks.

The cast and crew members who attended the premiere at M+ cinema, included actors Gordon Lam, Cheung Siu Fai and Jocelyn Chan, directors Wing Shya, Wong Kwok-keung and Lemon Liu, and producers Silence Leung and Chan Sinn-gi, to showcase Hong Kong’s unique appeal and rich cultural heritage to the world through the city’s engaging movie culture.

The docufilm will be publicly shown in the M+ cinema for free on four consecutive Saturdays starting on 20 July, with a total of eight screenings to allow both local and global viewers to experience the appeal of Hong Kong on the silver screen. 

The docufilm is also available on YouTube and it was aired on The Discovery Channel on 1 July.

Apart from the docufilm, HKTB has also unveiled a movie-inspired travel guide on its website. It features a series of specially curated experiences for visitors to immerse themselves in the world of Hong Kong movies and discover the beauty of the city beyond the famous scenes.

Visitors can relive a classic scene in Infernal Affairs in record stores in Ap Liu Street, Sham Shui Po, retrace a renowned motorbike journey in Wong Kar-wai’s Fallen Angels on an open-top bus, and pay tribute to martial arts legend Bruce Lee in Wing Chun workshops, experiencing the city’s charm on a journey inspired by the magic and lights of the silver screen.

Pang Yiu-kai, HKTB chairman, said, “Hong Kong cinema has long captivated audiences worldwide. Through Hong Kong Classics Reimagined, we pay tribute to classic Hong Kong movies and showcase the city’s unique appeal to attract visitors from around the world to visit Hong Kong for a movie pilgrimage and experience the allure of Hong Kong.”

Lam, who directed and starred in one of the short films Passion Call in Hong Kong Classics Reimagined, recommended the Hong Kong landmark Temple Street to visitors, as its stark day and night contrast makes it a vibrant place, and he hopes to convey its energy to the audience through the short film.

He also pointed out that movies are an excellent medium to promote tourism by piquing the curiosity of overseas audiences through the cinematic lens, inspiring them to visit and explore Hong Kong.

MARKETING-INTERACTIVE has reached out to HKTB for more information. 

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