一直以來，香港電影的宣傳主要集中於開畫前的活動，開畫後一般除了在報章雜誌刊登廣告外，頂多只是搞搞慶功宴，與觀眾幾乎是零互動。不過，近月來卻有三部電影採用外國流行的「謝票」方式走入觀眾，不過成效卻各有不同。
首先發起「謝票」行動的有陳慶嘉與秦小珍執導，杜汶澤主演的《人間喜劇》，電影自六月中旬於The Grand Cinema播放便開始有關行動，宣傳公司連同導演、編劇、監製與主角杜汶澤齊齊出動，另一主角王祖藍也曾於優先場時一起出動。有關的謝票行動於開畫首周踏入高峰，全體人員幾乎是環遊全港，其毅力令人敬佩，加上電影本身質量不俗，結果票房走勢看悄。不過電影製作各人卻沒因此鬆懈，繼續積極「謝票」，就連澳門永樂戲院也不放過，到了上周末上映一個月之時，隨著場數已只餘個位數字來個終極謝票，絕對贏得漂亮。
在《人間喜劇》謝票行動成功過後，英皇發行的電影《出水芙蓉》於開畫首個周末，男主角方力申亦主動要求到旺角區的三家戲院謝票。不過畢竟電影在開畫前的負面消息令觀眾的入場意欲不多關係，加上有關活動也只此一天，故此對票房沒有太大幫助。
最近期的「謝票」行動，則是來自電影《翡翠明珠》，由於無線電視有份投資關係，故此電影自午夜場以來，無線便派出旗下不少藝人協助宣傳，當中還包括了主角林峰及王祖藍等。可是，觀乎電影於開畫首個周末情況，票房爬升比極低，其「謝票」行動結果被傳媒揶喻為「救亡」行動多一點。
觀乎上述談及的三部電影，只有《人間喜劇》才算稱得上成功。到底另外兩部電影的問題在哪？
其實，要辦「謝票」行動，《人間喜劇》比起其餘兩片優勝的，就是其機心相對較少，倒令觀眾看到整個活動的誠意。至於誠意兩字，並不是做了甚麼便可得到，而是觀眾心目中如何判斷電影的狀況。就以《翡翠明珠》為例，雖然同樣《人》片的尚品電影公司攝製，可是其過往宣傳已達到物極必反的地步，謝票行動結果事倍功半。
其實「謝票」當作一種催谷宣傳方法，效果並不明顯，因此能夠催谷的，極其量只是有嘉賓到訪的場次，而場次最多只佔全日放映場次一成左右，用心做好電影製作，在觀眾間做出口碑，再來「謝票」，才達到有關活動應有的本質意義。
P仔
謝票得觀眾知,冇人宣傳,有鬼用
觀眾
你唔睇報紙唔上facebook或者微博去接收資訊,咁咪唔知囉.
P仔
有睇報紙上facebook追微博就實知?
Ken
I just do not like the fact HK need to copy everything.
It is just extreme stupidity and short-sightedness.
I agree with everything Ryan said, that it is very important to show sincerity.
The makers and cast for THE JADE AND THE PEARL fail in the sincerity department.
Karen
Ken, i think if the “tactic” works, then it is alright to use it. Going into theatres to thank the audience started from the West, but doesn’t mean it should exclusively be used by them. I don’t see HK “copying” but rather “borrowing.” Why would you see it as a copy anyway? Rather, it proves the act is to a certain degree successful. I can’t think of any other act that can show your gratefulness other than actually walking into the theatres in person to thank the audience. But like Ryan said, sincerity is what matters most.
Ken
Because TVB likes to copy everything. Unfortunately, this can only fool ‘relatively’ non-educated housewives who never really cares about originality anyway.
How can 3 Hong Kong movies released within a month can have same copycat of 謝票??!!
At least it feels Alex Fong must need to 謝票 for audiences willing to pay to see an outdated 2-year old film in《出水芙蓉》!
There is never any sincerity in most of everything TVB does. And who will be fooled that just because you 謝票 means that you have a good movie? The critics aren’t on your side already.
The most obvious thing that come to TVB’s mind, is that 王祖藍 did that for 《人間喜劇》, so why can’t he also do the same for 《翡翠明珠》?
They never think that 《人間喜劇》is a different and stronger product than 《翡翠明珠》, and they never think that 杜汶澤 has a lot at stake if all 《人間喜劇》flops again! It will only means all movies starring 杜汶澤 will flop badly.
Karen
Aha I understand. But before you were generalizing to “HK”, not really “TVB”. I’m sure you didn’t mean TVB represents HK, correct? That’s why I responded. I was mostly referring to《人間喜劇》and thought you were aiming at this movie.
Oh yea a side note, I seriously do not think housewives are the only mindless audience giving into the TVB monopoly. From people I’ve met, many men and youngsters fork up their time and attention to the sickening company too.