The 12th Microfilm Production Support Scheme (Music) Matching cum Kick-Off Ceremony Continue to Encourage Cross-Sector Collaboration, Creating More Opportunities for the Local Film and Music Industries

APAC - English

• APAC - Traditional Chinese

HONG KONG, Sept. 24, 2024 /PRNewswire/ -- The Microfilm Production Support Scheme (Music) ("Support Scheme"), organized by the Hong Kong Interactive Marketing Association ("AIM") and sponsored by the Cultural and Creative Industries Development Agency ("CCIDA"), has entered its twelfth year. The Support Scheme brings together outstanding local talent in advertising and music to create 32 original microfilms. It aims to cultivate more talent across various sectors, including Hong Kong's music, digital advertising, and microfilm production, while encouraging more singers to participate in on-screen performances and actively promoting the development of Hong Kong's creative industries in a richer and more diverse direction. The Support Scheme not only provides subsidy for production but also offers comprehensive training and professional guidance for all participating production teams, enhancing participants' skills and visibility in the digital advertising and music industries.

AIM organized the 12^th Microfilm Production Support Scheme (Music) Matching cum Kick-Off Ceremony at the InnoCentre, Kowloon Tong, on 24 September 2024 (Monday). Mr. SO Chiu Chun, Alex, Head (Multi-media) of CCIDA, officiated at the ceremony as the Guest of Honor. He was joined by Mr. Francis FONG, Chairman of AIM, and Mr. Ricky FUNG,BBS, CEO of the International Federation of the Phonographic Industry (Hong Kong Group) Limited (IFPI (HK Group)), to kick off the 12th Support Scheme.

As in previous editions, the 12^th Support Scheme supports Tier 1 "Advertising Production Start-ups" and Tier 2 "Small Advertising Production Enterprises." During the Kick-Off Ceremony, a drawing of lots paired the Tier 1 participating advertising production start-ups with singers/groups/bands ("singers"), forming a total of 22 teams to produce their original microfilms under the Support Scheme. For Tier 2 "Small Advertising Production Enterprises," ten participating teams, each formed with a director, a scriptwriter, and a singer, along with an advertising production enterprise, also made their debut at the Kick-Off Ceremony.

The 12th Support Scheme offers to the Tier 1's advertising production enterprises a maximum of HK$130,000 each for them to produce original microfilms of four to eight minutes with their matched singers, and a maximum of HK$240,000 each to Tier 2's participating teams for them to produce original microfilms of 12 to 16 minutes with the self-paired singers. The Support Scheme also provides comprehensive trainings which covers scriptwriting, directing, production and post-production. In addition, a mentoring team formed by industry experts will provide professional guidance to the participating teams to help team enhance the quality of their microfilms produced under the Support Scheme.

In addition to providing comprehensive trainings, AIM will also promote the participating teams and their 32 microfilms produced under the 12th Support Scheme to the industry and the public via different channels, including the Hong Kong International Film and TV Market (FILMART) 2025, TVs, the Internet, social media platforms, and the Support Scheme's official website, etc.

To recognize the outstanding microfilms produced by these participating teams, the following awards will be presented: the "Best Microfilm Production Award," the "Best Microfilm Actor Award," and the "Best Microfilm Actress Award" (each with Gold, Silver, and Bronze Awards), as well as the "Best Microfilm Scriptwriting Award," the "Best Microfilm Cinematography Award," and the "Best Microfilm Art Direction Award." Professional judges will select winners of these awards, and the "Most Popular Microfilm Award" will be voted on by the public. The winning teams with outstanding performances will be recommended for participation in international microfilm or short film-related competitions, enhancing their popularity and providing further commercial opportunities.

The advertising production companies, directors, and singers participating in the two tiers of the 12th Support Scheme are listed as below:

Tier 1 "Advertising Production Start-ups"

(in alphabetical order of the"Advertising Production Start-ups" company names)

Tier 2 "Small Advertising Production Enterprises"

(in alphabetical order of the"Small Advertising Production Enterprises" company names)

After the Kick-Off Ceremony, the selected production teams will begin creating their microfilms. These microfilms will be released online in January 2025 and will be showcased at the FILMART 2025, where they will meet with industry professionals and audiences.

For more details about the Support Scheme, please visit: https://www.hkmfa.hk/

Organizer: Hong Kong Association of Interactive Marketing (AIM)

Lead Sponsor: Cultural and Creative Industries Development Agency

Disclaimer: The Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organisers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Culture, Sports and Tourism Bureau, the Cultural and Creative Industries Development Agency, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.

SOURCE Hong Kong Association of Interactive Marketing