Comeback kings and queens

IS 2009 poised to be the year of the comeback? Already this year, three disgraced stars have announced plans to return to the public eye.

First Gillian Chung (钟欣桐), the Hong Kong actress involved in the Edison Chen sex scandal, announced plans to return to the entertainment business this month after a year spent out of the spotlight. Chung was speaking at a TVB interview about her feelings. She appeared tearful throughout and said that she never wanted to see Chen again: "It is over."

Then Britney Spears, fresh out of rehab, began her first tour in five years, last week. Although the troubled singer was the center of attention for the past few years, it was not always for the right reason. Now, with a new album to promote, things are looking up for the US pop star.

And perhaps most shocking of all was the announcement last week that Michael Jackson, now 50, will play 10 concerts in London this year. He has promised these will be his last in the UK. Few expected him ever to perform again after he stood trial for child abuse in 2005. Jackson was not found guilty, but the trial damaged his reputation around the world.

So why are these stars all suddenly deciding to make a comeback? Well, a cynic might suggest that it's all about the money. Jackson's 10 shows in London are expected to pocket him ￡50 million (483 million yuan). It's been widely reported that the singer is currently struggling financially and could use the money.

Another reason for a comeback could be to try to remind the fans of why they loved the stars in the first place. Although Britney became famous for her pop songs, these last few years she's had a lot of bad publicity. She still appears in newspapers, but journalists no longer write about her music. Instead they focus on her public meltdown and divorce.

A comeback tour might be a way of putting this right. And it might be working. As one delighted fan told Reuters after her show in New Orleans, "Britney's my girl. I knew she'd be great. I've been a fan since I was 14."

But perhaps the real reason is that these celebrities just can't stay away. It was reported that Chung's tearful appearance on TV was scripted, and that she was simply mouthing lines that had already been written. So, are these actors and actresses using their skills to win sympathy even when they aren't performing?

Either way, don't be surprised to see more stars deciding that 2009 is the year they finally make their comeback into the world of celebrity.

How to make a celebrity comeback

Make sure you have a loyal fan base

You might not have performed for a few years, but you still need fans to show up when you announce a new film, a tour, or an album. And make sure that your fans still love you even when you step out of the limelight.

Reinvent yourself

There is no use in being exactly the same when you return. It's the perfect chance to reinvent yourself and give your fans something new.

Don't make the same mistake again

Your fans might forgive you once, but they won't do it a second time. A comeback is a second chance. Make sure you don't ruin it by making the same mistakes you made before.