Singapore, 5 March 2015 – Celestial Movies, the premier 24-hour first-run Chinese movie service in Asia and beyond, recently launched a “movement” to reignite the emotions of everyday Singaporeans so that they can truly feel what it means to be alive again. Dubbed the “Celestial Movement”, the philosophy of the movement is to watch more Chinese movies in order to tap one’s repressed anger, sorrow, happiness and joy. One of the first followers to join the movement is none other than the talented actress and director, Michelle Chong.
“All too often in life, we find ourselves caught up with work, family responsibilities and social commitments. We start to feel numb to our emotions to get through the day. That’s how I used to be. But now, thanks to the Celestial Movement, I can feel again. Every day I get life lessons, in the form of movies, which lets me feel the joy of happiness, the rush of anger and the depth of sorrow. I am finally alive again!” said Michelle Chong.
Michelle believes in the movement so much so that she is starring in five different video spots which started airing on pay TV and online during the Chinese New year holidays. Each spot represents a different emotion that Michelle was able to tap into, based on the movies appearing on Celestial Movies. In addition to the video spots and print ads, the movement could also be seen on-ground with movement “members” wandering around Raffles Exchange and Tampines looking to “recruit” followers. These members could be easily identified by their lavender tunics and their circular Celestial Movement badges. One could also easily tell them apart from everyday folks by the huge smiles on their faces and how emotional they got when talking about the movement. They also asked people to take the “emotion quiz”, a Facebook quiz created to detect the emotions that one is lacking.
Happiness | Anger | Sorrow | Joy
This tongue-in-cheek campaign, which runs until March 18, was created by Strategic Public Relations Group (SPRG) in collaboration with Celestial Movies. Find out for yourself which emotion you are lacking, by clicking the link here. For more information on the Celestial Movement, consumers can visit www.facebook.com/iLikeCM. Celestial Movies is available on StarHub (Ch. 868) and Singtel TV (Ch. 565).
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Media Contacts:
Lix Seow
Strategic Public Relations Pte Ltd for Celestial Tiger Entertainment
T: +65 6325 8232
M: +65 9751 4211
E: cte@sprg.com.sg
Gloria Kho
Strategic Public Relations Pte Ltd for Celestial Tiger Entertainment
T: +65 6325 8278
M: +65 9699 3321
E: cte@sprg.com.sg
About Celestial Tiger Entertainment
CELESTIAL TIGER ENTERTAINMENT (CTE) is a diversified media company dedicated to entertaining audiences in Asia and beyond. The company focuses on the operation of branded pay television channels, content creation and content distribution targeted at Asian consumers.
CTE operates a powerful bouquet of distinct pay television channels including: CELESTIAL MOVIES, the premier 24-hour first-run Chinese movie service in Asia and beyond; CELESTIAL CLASSIC MOVIES, the gateway to an unparalleled array of Chinese movie masterpieces; cHK, a one-stop channel for cool, chic, and contemporary celebrity-powered Hong Kong entertainment; KIX, the ultimate destination for action entertainment; and THRILL, Asia’s only regional horror and suspense movie channel.
As one of Asia’s largest vertically integrated independent entertainment companies, CTE produces original content which complements its channels business. CTE is also the exclusive sales agent for Hollywood studio Lionsgate in Greater China and Southeast Asia, and represents Lionsgate’s television content and vast feature film library in Japan and Korea as well.
Headquartered in Hong Kong, CTE’s majority shareholders are Saban Capital Group, a leading private investment firm specializing in the media, entertainment and communications industries; Celestial Pictures, a major Asian entertainment company wholly-owned by Astro Overseas Limited; and Lionsgate, the world’s largest independent filmed entertainment studio.
For more information, please visit www.celestialtiger.com.
About Celestial Movies
CELESTIAL MOVIES (CM) the premier 24-hour first-run Chinese movie service in Asia and beyond, offering viewers the biggest stars and the biggest blockbusters. Through its partnerships with the most prolific and acclaimed Asian movie studios, CELESTIAL MOVIES is able to bring movie fans the latest Chinese and Asian box office hits first and exclusively. Tune in to CELESTIAL MOVIES to watch your favorite Chinese superstars: Jackie Chan, Andy Lau, Jet Li, Stephen Chow, Donnie Yen and more! Broadcasting over 400 movies a year with 100% localized subtitles, only CELESTIAL MOVIES can bring you the latest hits and your all-time favorites.
For more information, please visit www.celestialmovies.com