HONG KONG — Public transport doesn’t seem so bad when you’re hanging out with a superstar like Jackie Chan.
Starting next week, RoadShow Holdings will begin promoting Stanley Tong’s “The Myth,” a $20 million JCE Movies pic that stars Chan, Korea’s Kim Hee-seon and Tony Leung, on 4,000 buses.
RoadShow, a subsidiary of Kowloon Motor Bus, specializes in various advertising media.
With 16,000 LCD monitors in its buses, the public company boasts a daily reach of three million passengers.
“RoadShow is the most popular (advertising medium) and has good exposure for our movies,” said Kitty Leung, general manager for marketing at Emperor Motion Pictures, which is handling worldwide distribution and promotion for “The Myth.”
RoadShow aired promotions for more than 100 movies last year, said Lisa Hui, chief commercial officer for the company. The mix included “Kung Fu Hustle” and “The Lord of the Rings — The Return of the King.”
Leung said Emperor allocated $64,100 for promos of five movies on the buses this year.
If a pic is chosen for the quarterly “Megamovie” segment, as “The Myth” was, then clients pay nothing, she added.
The music video for the theme song, sung by Chan and Kim, will preem next week on RoadShow. Behind-the-scenes footage and interviews with the cast will follow the last week of August. Pic bows Sept. 23.