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Hong Kong Cinema's Asian Comeback Tour
24 Nov
Summary
- Hong Kong aims to revive its film industry by targeting Asian markets.
- Gala presentations have been held in multiple Southeast Asian cities.
- Vietnam's box office now surpasses Hong Kong's annual receipts.
Hong Kong's film industry is actively seeking to recapture its former glory by expanding its reach across Asia. This initiative involves high-profile "gala presentations" designed to reintroduce Hong Kong's cinematic talent and box office hits to regional audiences, particularly in Southeast Asia. Wilfred Wong, chairman of the Asian Film Awards Academy, highlighted the strategic shift towards exploring "future markets" due to declining domestic production and box office receipts.
The effort includes roadshows to cities like Ho Chi Minh City, where the film "Twilight of the Warriors: Walled In" saw significant success. This move acknowledges the cultural affinities within Asia, contrasting with the challenges of penetrating Western markets. The strategy aims to secure distribution and remind distributors of Hong Kong's cinematic output, which has seen a resurgence in popularity in regions where cinema attendance is on the rise.
This campaign is a response to changing market dynamics, with Vietnam's box office now exceeding Hong Kong's. By organizing "Hong Kong Nights" at festivals and sponsoring star appearances, the industry hopes to rebuild confidence and re-establish its presence, drawing parallels to its peak years from the 1970s to the 1990s when it was Asia's dominant film hub.
