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AXN to promote Hong Kong as ‘Hollywood of the East’
Together, they will help promote Hong Kong as a tourist destination. Vignettes on Hong Kong by film makers from India, Thailand and Korea will go on air on September 25
AXN, the action and adventure channel from Sony Pictures Entertainment (SPE) Networks, Asia, has announced a tie-up with the Hong Kong Tourism Board (HKTB). Under the agreement, AXN will air vignettes on Hong Kong beginning September 25.
The latest venture is a sequel to the Hong Kong Movie Odyssey that HKTB created with AXN Asia in 2005. The show highlighted how Hong Kong is used for filming movies worldwide. And with a slew of Indian movies shot there, a special programme was hosted by former Miss World Diana Hayden.
In line with that, it was a natural progression to give movie makers from the region a pan-regional exposure. The agenda is to convey Hong Kong to the rest of the world as well as to promote the three key destinations there – Disneyland Hong Kong, Hong Kong Wetland Park and Ngong Ping 360.
Gregory Ho, V-P, ad sales, SPE Networks-Asia promises that these will be a class apart from the conventional travel-related programming. To avoid giving it the documentary touch, young and promising movie makers from different backgrounds were chosen instead of television producers.
The trio includes Indian director Imtiaz Ali (of ‘Socha Na Tha’ fame), Thai director Nonzee Nimibutr and Korean director Kwak Jae Yong. Each was asked to present Hong Kong in a fresh perspective, while using their film-making expertise. On a common subject matter – Hong Kong – the directors with their unique style and creativity made two vignettes each within a week’s time.
These three were AXN’s obvious choice for two reasons. First, they are upcoming movie makers from three of Asia’s hottest film making industries. Secondly, and most importantly, they are major markets that can pull tourists to Hong Kong.
Explains David Leung, regional director, South and South East Asia (HKTB), “These movie makers may not be of the likes of Steven Spielberg, but their vision, passion and their art of telling stories drew us to them. They have done a good job in our efforts to give a glimpse of Hong Kong to the world.”
© 2006 agencyfaqs!