The basketball movie, which is currently in production, is an adaptation of the popular comic book series Slam Dunk and will mark the Shanghai Film Group's largest production for 2007 in terms of scale and investment.
It will also feature other stars from the Greater China area, including A Sa from pop group Twins, and has been timed for release in the run-up to the Beijing Olympics as a "tribute to the Games".
Ogilvy Action Shanghai, which helped negotiate an exclusive preview of the movie's script, is handling much of the promotion. The below-the-line communications strategy is set to include elements from the movie across PR channels, consumer activation and charity events.
"We believe that Slam Dunk fits well with the Polo brand, as the movie exudes similarly progressive and stylish qualities," said Jeff Ma, Ogilvy Action Shanghai managing director.
"Blending brand characteristics with entertainment content is becoming increasingly popular to engage consumers."
However, agency officials remained tight-lipped about details of the vehicle, its positioning and pricing strategies.
Slam Dunk will also be distributed in other Asia markets including Japan and Korea.
