It has been contended that a link exists between films and the creation of tourist locations. A film can have an unintended consequence that leads to community actions and subsequent policy initiatives that are supportive of conservation of potential tourism cultural assets. This article analyses the processes by which one such film created a heightened awareness of the heritage values of a location setting in Hong Kong that led to changes in public policy. This case study highlights media’s role in shaping and changing public opinion. It examines through framing analysis the way in which public debate changed, thereby highlighting the way in which conservation activists and other stakeholders played out competing roles and the manner in which they sought to influence media coverage of the site. The article also points out the need to establish a set of consistent standards of conserving heritage sites rather than relying on a film to be the “savior.”