DDB wins film distributor's Asian business

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HONG KONG -- DDB has been awarded the advertising business for one of Hong Kong's leading film distributors, Golden Harvest Entertainment (Holdings) Ltd., which is credited with launching international stars such as Bruce Lee, Jacky Chan and the Ninja Turtles. Previously, all film promotions were handled in-house. The size of the budget has not been disclosed.

"The [Hong Kong] movie business has now fallen on hard times; as movie house patronage dropped to in some cases 40% to 50% of previous years, Golden Harvest sought professional help from us," says Aaron Lau, CEO of DDB Pan China.

DDB's first assignment is the regional launch of "Enter the Eagles," which was filmed in the Czech Republic and stars Bruce Lee's daughter, Shannon Lee. The agency will handle strategic planning; outdoor, cinema and TV advertising; exhibition and events; and sponsorships organization.

Based in Hong Kong, Golden Harvest is engaged in film distribution in Hong Kong, Macau, Malaysia, Singapore, Thailand and Korea, operating 21 screens in Hong Kong and more than 210 throughout the region. It also distributes Chineselanguage films internationally.

Copyright July 1998, Crain Communications Inc.

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