Pali Road is a romantic mystery thriller film directed by Jonathan Lim in 2015, starring Taiwanese actress Michelle Chen, Twilight’s Jackson Rathbone and Sung Kang (Fast Five). Through international collaborations, the film promotes cross-cultural understandings and breath-taking sceneries of Hawaii. On November 16, 2015, Pali Road premiered at the Hawaii International Film Festival and also been nominated for the Halekulani Golden Orchid Award. Most of the cast and crews attended the event.
Since Pali Road is an English-language movie directed by a Chinese director with a Chinese setting, prior to its premiere, this film was in a very unclear marketing position. In this special case, Novaland made sure that Pali Road has sufficient exposures before its premiere by securing media coverages every month. Also, we communicated with the film festivals on a weekly basis, working towards its advance marketing position on the festival.
After its official premiere in China, Novaland customized marketing campaign and organized multiple promotional events for Pali Road in more than 20 major Chinese cities to make sure its success in box office. During the promotion, Novaland drafted 3 press releases and distributed it over major Chinese media platforms (including Tencent, Mtime, NetEase, Sohu, and Sina). We generated a total of 67 news coverages that worth $95,739 to greatly increase the exposure of Pali Road. Through drafting articles and arranging multiple social media campaigns and events, we intensely promoted Pali Road in both the Chinese and the American movie markets.
