Battle for the big screen

As the competition for summer box-office dominance heats up, Wang Kaihao looks at the innovative online marketing techniques being used by domestic filmmakers.

In recent months a catchy song, A Little Apple, has gone viral in Chinese cyberspace. It has become such a cult hit that it has even inspired square-dancing troupes to mimic its music video. But what its millions of fans did not realize as they bopped along to the catchy tune, is that they were actually taking part in an unusual campaign for a movie that they had probably never heard of.

When Old Boys: The Way of the Dragon, an adventure comedy featuring the song, was released on July 10, the unusual publicity strategy was applauded.