Passing value from ASP to Javascript

I have a count down clock which counts down until certain event. It requires current date time and ending date time. I need to pass the ending date from the ASP to javascript. How do I do it?

function time()
{
var count
count = "<%=Now() %>"
...
}

this should work.

you need to pass Now() or some vbscript date to js Date object.

var endDate = new Date("<%=Now()%>");

Thank you both :)