HKIFF usually starts its promotion around the Chinese New Year, but I have not seen anything yet. Probably because the Chinese New Year came earlier this year, I thought.
The truth is that the promotion campaign has already started online. It is an improvement indeed. In previous years, the website would have no useful content until the bronchure of programs had been published. Practically, the website was only useful for announcement for change of programs.
The website now provides the details of advance booking, and the program highlight. This year, the special program is, to nobody's surprise, "Remembering Leslie Cheung and Anita Mui" which includes 13 titles of the two superstars.
The program bronchure will usually be published a day or two before the start of advance booking, so it will probably be available on 3rd or 4th March this year. It is my practice, and of many others, to grab the bronchure at the first possible opportunity, study it overnight, and hand in the booking form in the morning of the first day of advance booking.
I saw much fewer movies in the festival in recent years. I used to see more than 20 movies in total, sometimes 3 or 4 movies a day, at different locations, like from Cultural Centre to Sai Wan Ho and then back to City Hall. I read an article a few years ago (in a leaflet distributed at the festival with the theme like "remembering the old days of HKIFF"), the author recalled how he rushed to different locations on the opposing sides of the harbour before there was MTR.
Almost forgot: The festival will commence on 6th April, the day after the public holiday of Ching Ming Festival, till 21st April.
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