It's been reported from Hong Kong that the director and cast of the hyper-violent Hong Kong gangster movie "Election" (and its even more shocking sequel) released 400 fish into the sea at a Buddhist ceremony to improve their karma after filming so many bloody scenes.

Associated Press reported that Apple Daily newspaper ran a photo of director Johnnie To and actors Simon Yam, Louis Koo, Lam Ka-tung and Lam Suet lined up at the stern of a boat, hands clasped in prayer.

Other photos showed Koo clutching a basket of fish, preparing to dump them into the sea, and Yam removing a fish from an aquarium with a net.

The newspaper quoted director To as saying that the cast also set birds free when the sequel to "Election", due out in Hong Kong on Thursday, started filming.

"Election", shown in competition at Cannes last year, is the story of a gang leadership fight. Among its graphic scenes, one gang leader pounds a rival to death with a stone while another gangster stuffs two fellow mobsters into wooden crates and rolls them down a mountain.

"Election 2", which is screening out of competition at Cannes this year, is reportedly even bloodier, featuring cannibalism.

There has also been a similar attention-getting event in Thailand.

Thais have been informed of the shooting of a film to glorify King Naresuan the Great, who freed the ancient kingdom of Ayutthaya from Burmese occupation.

As the filming got underway yesterday, a discussion group arose to address a really interesting topic: where is the exact spot where the king actually died?

Thai students learn from textbooks that he passed away during the fight at the Three Pagoda Pass. But the speakers at the discussion group, who included the film's director MC Chatri Chalerm Yukol, were there to give their personal insights on the exact spot in the vast border area.

Prince Chatri is the director of the Bt500-million-budgeted "Naresuan", a movie he describes as the Thai version of "Lord of the Rings". The film is slated for screening this year.

This is a fascinating subject for people who worship the great king. And as more people get involved in the discussion, the more interest is drummed up for the movie.

Before, film studios promoted movies solely through direct advertisement. Now, there are events to spur public attention - sometimes through the release of behind-the-scenes photos of the cast.

Given the diversity of audiences, advertisements can no longer afford to be one-dimensional - just as everything else in the world.

achara_d@nationgroup.com