A star-studded gala opening, featuring top international celebrities and directors, kicked off the 3rd Entertainment Expo Hong Kong Tuesday in Hong Kong.

The inaugural Asian Film Awards served as the Expo's opening-nightprogram at Hong Kong Convention and Exhibition Center.

Hong Kong Secretary for Commerce, Industry and Technology Joseph Wong officiated the ceremony. At the opening ceremony, he said that the Hong Kong Special Administrative Region (HKSAR) government will continue to support local media and entertainment industry, which is a key component of the creative industries.

The HKSAR government will try its best to enhance production quality, explore market opportunities, maintain conducive business environment and facilitate technological development, Wong added.

The Expo includes eight core events. They are the Hong Kong International Film and TV Market (FILMART), Hong Kong International Film Festival (HKIFF), Hong Kong Film Awards Presentation Ceremony, Hong Kong-Asia Film Financing Forum (HAF), Digital Entertainment Leadership Forum (DELF), Hong Kong Music Fair (HKMF), IFPI Hong Kong Top Sales Music Award, and the Hong Kong Independent Short Film and Video Awards.

The series of events will run for nearly a month, beginning from March 20 and closing on April 15.

With a multi-media feast of star-studded events, gala premieres and big-name seminars planned, this year's Expo is throwing its weight behind the theme "Get into the Scene".

"The entertainment industry serves the public, so their involvement is crucial," said Entertainment Expo Ambassador Tony Leung.

"It is a great honor for me to be the Entertainment Expo Ambassador," he added. " Over the past three years, we have been able to see the positive effect the event has had throughout the industry. It has become part of the city itself."

Editor: Yan