Local travel agencies have started looking beyond international sports events, like the soccer World Cup and Formula One racing, to lure local tourists on overseas trips. Film premieres are the latest selling pitch.

The first film premiere-oriented travel group will leave for Hong Kong on December 10, when "Infernal Affairs III" - the last episode of a tension-filled cat-and-mouse crime thriller series - will be released at a grand ceremony.

"The film gathers an all-star cast, including six 'Best Actors' at various festivals such as Andy Lau, Tony Leung and Leon Lai. Each enjoys a huge local following," said Donald Ma, marketing manager of Spring International Travel Service, which is organizing the trip as a trial.

According to the company, the package, including a two-night stay in a three-star hotel, round-trip air fare and a premiere ticket, costs 2,680 yuan (US$322.9), about 500 yuan more than the normal three-day tour to Hong Kong.

Ma said the trip had been long in the making and although many stars now visit the city to promote their films, he wasn't impressed. "I've seen premieres in Hong Kong, they're quite different."

Spring International plans to organize a series of film-event tours. Apart from trips to South Korea and Japan for premieres, Ma said special tours to witness film shooting in Hong Kong will be offered next year.

Despite the glamour, however, the first trip has had few takers so far, with less than 60 locals applying. The agency had set a target of 200 tourists. It seems unlikely that figure could be reached before the November 28 deadline.

"I like Tony Leung but I don't think it's worth paying for a special trip to see him," said Jennifer Shi, a college student.

Ma's competitors agree.

"Film fans are mostly youngsters who don't earn much, we are aiming for a higher group," said Hao Ming of Jin Jiang International Tours, indicating they were keen on programs such as golf tours to Australia.

(Shanghai Daily November 25, 2003)