Singapore - It`s a movie based on a love story that spanned two cultures and two countries.
And now, "The Home Song Stories"` appeal is shaping up among those in the arts community.
This, by word of mouth, even before its commercial run begins.
The film, which stars internationally-acclaimed actress Joan Chen and Singapore actor Qi Yu Wu, is also being marketed with a twist.
"The Home Song Stories" is being touted as a very personal and powerful experience by its distributors.
And in an unusual move, the bulk of the advertising budget has been splashed on free screenings for those in the arts community here in Singapore.
Out of the 2,000 invited, half were from the arts fraternity.
"The art gallery, art owners and people who are collectors, they are more sensitive and can appreciate the finer things in life. So when they talk to their friends about it, it`ll be very credible, very strong and very powerful," said Serene Quek, business development officer of Scorpio East Pictures.
An art gallery owner said reactions from customers have been positive to their in-house advertising for the film.
"We`ve had enquires from people just walking through the gallery and asking for our connection with the film. But we were very lucky to have a preview of the film for our client base, so we filled the cinema up back in July," said Chris Churcher, owner of Red Sea Gallery.
MediaCorp Raintree Picture`s latest movie opens in cinemas only on September 6.
But the screenplay for "The Home Song Stories" has already won the New South Wales Premier`s Literary Award.
The movie is part of the official selection at this year`s Berlin Film Festival.
Source: www.channelnewsasia.com (3 September 2007)
