It didn't take long for the knives to come out at the glitzy 20 million yuan (US$ 2.4 million) world premiere of Zhang Yimou's latest epic, House of Flying Daggers.

For a start, it was a premiere without a movie...

Zhang's latest offering was given a real song-and-dance treatment at the sold-out Workers' Stadium premiere last Saturday with tickets going for up to 1,800 yuan (US$217).

Despite the huge investment and the sheer extravagance of the stage set, which recreated the richly ornamented Peony Pavilion scene in the movie, some people left feeling let down.

That was despite the presence of international music stars like Andy Lau, S.H.E, Han Hong, Li Zongsheng and Pu Shu.

Though only small segments of the movie were screened, many of those who had forked out for tickets criticized it as a feast without a theme. Regardless, the media buzz surrounding the event ensured millions more people would know about the movie.

Zhang Weiping, the president of Beijing New Picture Film Co and producer of the movie, admitted that despite all the attention, his company had lost as much as 16 million yuan (US$2 million) in staging the premiere.

The company also organized other local premieres in Shanghai, Guangdong and Fujian. But tickets went slowly and the prices were dropped dramatically.

Zhang Weiping was not too upset by the loss: "The unique event has made a record in its wide coverage in China. It has turned into a cultural phenomenon widely discussed by people and the media. That will definitely attract people to watch the film."

Even so, some in the audience doubted whether the film merited such a publicity blitz.

Director Zhang Yimou has his own ideas about the marketing techniques being used: "The significance of the premiere is as a unique promotional tool and it should be praised and carried forward. I do appreciate Zhang Weiping, the producer, trying his best to create hot spots and attract people's attention to Chinese movies.

"We directors are like farmers planting radishes and the producers and distributors are those selling the radishes. How can they sell without letting people know about them? For a long time, the Chinese movie industry has faced the problem of no suitable selling methods, for lack of innovation and the right scheme. For years the only movie promotion was directors bringing actors everywhere to hold press conferences.

"I think the grand ceremony is a good beginning for Chinese movie distribution. If the Chinese movie industry has ten such publicizing activities each year, the market will be prosperous. "

The movie will be screened from July 16 until the end of the month. Tickets are expected to start at 40 yuan (US$ 5).

(Beijing Weekend July 20, 2004)