A scene from Keeping Up with the Joneses [Photo provided to China Daily]

Hollywood action comedy Keeping Up with the Joneses has taken an unusual route to promote itself — holding underwear shows in China's big cities to draw moviegoers.

The equivalent of the 2005 spy thriller Mr Smith & Mrs Smith, the 101-minute Keeping Up with the Joneses is about a government spy "couple", Tim (Jon Hamm) and Natalie (Gal Gadot), whose real identities are discovered by their neighbors, a suburban couple.

After a series of adventures, the four team up to fight a criminal group.

Three underwear shows, inspired by the film's scene featuring Natalie wearing only underwear to have a conversation with her female neighbor, were recently held in cinemas in Beijing, Shanghai and Guangzhou, to promote the movie.

The film has grossed nearly 12 million yuan ($1.76 million) as of Nov 18. It opened in Chinese mainland theaters on Nov 8.