Leading actor Jeffrey Ngai leveraged a hands-on approach to cinema promotion today, trading the red carpet for a diner apron by transforming into a waitstaff member to publicize his latest film, Killer #4. The unconventional event, held in a local eatery, saw Ngai mingling with fans and taking orders, offering a candid glimpse into the pressures of service industry work while underscoring the challenges of marketing new cinematic projects in a tough market.
Ngai, who recently gained attention for briefly working incognito as a food delivery driver—a gig that was exposed—explained that his move to front-of-house service was a playful penance for his previous undercover failure. The experience, he admitted, was more stressful than anticipated.
Insights into Service and Film Promotion
“It was fun, but incredibly busy,” Ngai told reporters during a brief break. “Taking orders was slightly chaotic. The most embarrassing moment was when a customer requested a non-spicy dish, and I mistakenly assumed the curry was inherently mild. Thankfully, everyone was very understanding and nobody complained.”
When asked if the immersive experience had piqued his interest in the culinary world, the actor was quick to temper expectations. “I love good food, but opening a restaurant is an entirely different beast,” he stated. “It requires considering numerous complex factors beyond just the menu.”
The promotional effort highlights the evolving landscape of film marketing, where stars increasingly adopt unique tactics to cut through the noise. Ngai emphasized the difficulty of securing funding and distribution for new movies today, noting that he is fully committed to pushing Killer #4 into the public eye.
“We are already taking extremely unconventional steps,” Ngai remarked on the promotion’s originality. “All subsequent promotional efforts will depend on the box office performance. If the film does well, we will certainly aim for even bigger surprises.” Such grassroots, experiential campaigns aim to create viral buzz and foster genuine connection between the talent and the audience, which can translate directly into ticket sales.
Focusing on Passion Over Accolades
With the end-of-year music awards season fast approaching, attention inevitably turned to Ngai’s successful music career. Despite his recent chart success, Ngai maintained a pragmatic view on receiving accolades.
“I won’t deny that winning an award is joyous, but honestly, if I don’t win, it’s not a big deal,” he confessed. “The most crucial thing for me is continually pursuing the projects I genuinely want to do. That, above all, brings happiness.”
Ngai’s measured perspective on fame and success resonates with a broader trend among younger Hong Kong artists who prioritize creative freedom and authentic engagement with fans over strictly institutional validation. These personalized promotional stunts serve dual purposes: driving immediate interest in the film and reinforcing the star’s relatable public persona. As the film industry continues to navigate post-pandemic challenges, innovative, direct-to-consumer marketing strategies like Ngai’s brief stint as a waiter may become essential for project viability.