Don't miss these stories
A Guilty Conscience, the hit Hong Kong legal drama film, promoted its theatrical release with digital billboards at XGD Media’s LFR in Causeway Bay and the Seaview Rooftop. The film went on to become the highest-grossing local film in Hong Kong box office history, earning over HK$114 million and becoming the first Hong Kong film ever to cross the HK$100 million milestone — a figure previously achieved only by Hollywood blockbusters like the Avengers franchise and Top Gun: Maverick.
Starring Dayo Wong as a sharp-tongued barrister, the courtroom drama was released on Chinese New Year’s Eve 2023 and set records for the fastest Hong Kong film to cross HK$30 million, the biggest opening day, and the biggest single day box office in five years. It went on to win Best Film at the 42nd Hong Kong Film Awards and also topped the mainland China box office on its opening weekend there.
XGD Media’s billboard campaign contributed to the widespread awareness that fuelled the film’s historic run. Outdoor billboard advertising has become an essential channel for film promotions in Hong Kong, particularly for CNY releases competing for audience attention during the city’s most lucrative cinema season.
