HONG KONG STARS IN RUSH HOUR 2 DEBUT

The rush to Hong Kong has begun with the Hong Kong Tourism Board (HKTB) teaming up with New Line Cinema and United Airlines in the US in a major consumer promotion for the latest Jackie Chan movie spectacular.

Against a backdrop of Hong Kong images, Rush Hour 2, the sequel to the 1998 blockbuster comedy that grossed more than US$250 million worldwide, was launched on Thursday, 26 July at a VIP reception in the United Airlines International First Class Lounge at LAX. New Line Cinema, United Airlines and the HKTB sponsored the event.

HKTB Executive Director Ms Clara Chong said Hong Kong as the most popular city destination in Asia, has earned the title of “City of Life”. “Hong Kong is often referred to as the “Hollywood of the East”, for its exotic sights and fascinating fusion of East and West that lends itself to creative filmmaking,” Ms Chong said. Hong Kong was the main location for Rush Hour 2 and features scenes of Causeway Bay typhoon shelter, the neon lights of Tsim Sha Tsui and a colourful wet market in Central. The city’s world-renowned skyline is also the main element of the film’s theatre and promotional posters.

Ms Chong said that for decades, the city has been the location of choice for numerous internationally acclaimed films and television programmes. She said that the HKTB has been most successful in utilising the high level of visitor interest in the films made here, creating special maps showcasing many locations of well-known local and international productions that have become tourist attractions in their own right.

“We are therefore delighted to partner New Line Cinema and United Airlines in such an innovative and high-profile destination marketing campaign. It is also an excellent opportunity to lend our support to Jackie Chan, who has done so much to promote Hong Kong,” she added.

New Line Cinema’s President of Theatrical Marketing, Mr Russell Schwartz said that the setting of Hong Kong was pivotal to the Rush Hour 2 storyline: “This extensive promotion is a creative and fun way to encourage travel to Hong Kong while also generating interest in our upcoming film.”

Attending the launch were stars of Rush Hour 2, the HKTB’s Tourism Ambassador and Hong Kong’s very own Jackie Chan, Chris Tucker, and Zhang Ziyi, of Crouching Tiger, Hidden Dragon fame. Against a Hong Kong backdrop, the stars took part in an eye-dotting ceremony with Brett Ratner and United’s Managing Director for the Los Angeles area, Ms Jill Sheffield.

As a United Airlines 747-400 is featured in Rush Hour 2, for this one-off promotion, United’s service from Los Angeles to Hong Kong was re-christened “The Rush Hour Express” and the 747-400 repainted with special signage promoting the film. New Line Cinema and United Airlines then treated the 400 passengers on board the “Rush Hour Express” to what is believed to be the first in-flight movie premiere.

During July and August approximately six million passengers flying United Airlines in the US will view the innovative in-flight film promotion for this action-comedy filmed predominately in Hong Kong as well as in Los Angeles and Las Vegas.

The HKTB has also incorporated scenes from Rush Hour 2 into its Destination Hong Kong travel video, which will be aired next month on United flights. Trailers for Rush Hour 2 were shown on most United flights in July, reaching approximately three million passengers.

United Airlines is also sponsoring a sweepstakes and a radio promotion in which there are five grand prizes of air, hotel and tour packages for two to Hong Kong, courtesy of the HKTB, Shangri-La Hotels & Resorts and J&O Tours. AOL Moviefone will feature the sweepstakes online offering customers the opportunity to enter and win the Hong Kong travel packages via the Internet.

Tent cards featuring key photography from the film and information outlining the sweepstakes will be placed on meal trays distributed by airline cabin attendants on most flights during August. Print ads describing the promotion will appear in the Los Angeles Times newspaper, as well as Hemisphere, United’s monthly in-flight magazine. Literature describing the promotion and sweepstakes will be displayed in many of United’s 100 city ticket offices.

Rush Hour 2, which is directed by Brett Ratner and produced by Arthur Sarkissian and Roger Birnbaum, makes its debut in theatres across the US on 3 August.



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The Hong Kong Tourism Board was formerly known as the Hong Kong Tourist Association (HKTA). The change took effect from 1 April 2001 and reflects a change to the tourism body’s constitutional structure. Its primary responsibilities for marketing and promoting Hong Kong as a destination worldwide, and for providing visitors with assistance when they arrive, remain unchanged.