During the launch of “.Asia”, a Celebrity Pioneer Program was put in place, which allowed artists and celebrities to make use of the program to protect their names and utilize the new .Asia extension to reach out and connect with their fans.  As part of the outreach and in line with DotAsia’s mandate as a not-for-profit organization, we worked with Stephen Chow (周星馳), the celebrated comedian from Hong Kong to benefit the underprivileged by giving away 10,000 tickets to his movie CJ7 (長江7號) — www.cj7.asia.  The movie was a box office success and the .Asia site drew over half a million hits within a couple of days to sign up for the charitable event.  The domain www.cj7.asia is featured for the promotion of the movie as well as on DVDs.