Carry on filming.
Carry On London, centres on a limousine company, Lenny's Limos, hired to ferry celebrities to the Herberts, a fictitious version of the Oscars.
Film-makers promise the usual ingredients of "saucy humour, riotous slapstick and double entendres" in the "politically-incorrect" movie.
The decision to bring Carry On back to life was announced in 2003 but hit financial problems.
The original cast ( Ex-EastEnders Danniella Westbrook and Shaun Williamson, (Barry Evans), and It Girl Lady Isabella Hervey ( dropped out.
Now the franchise is being re-launched with a new producer, writing team, director and film company.
Peter Richardson, best known for TV comedy The Comic Strip Presents..., is directing the pounds 6.4m film.
Lock Stock and Two Smoking Barrels star and former footballer Jones, 41, plays London nightclub owner and gangster Tony Le Berc ( "Two fingers Tony".
Richie, 42, best known as Alfie Moon in EastEnders, has been cast as the lead, limo company owner Lenny.
Swedish blonde and former Playboy Playmate of the Year Victoria Silvstedt, 31, plays a starlet being ferried to the awards ceremony.
Other characters include scoundrel and magazine publisher Sir Desmond Uppingham Knightly and LA film boss IP Freely.
The new cast was announced in Cannes in the run-up to the film festival, which opens today.
A total of 30 Carry On films were made between 1958 and 1978 at the Pinewood studios, directed by Gerald Thomas.
Carry On's innuendo-laden humour reached a peak of popularity in the 1960s.