What is Film Tourism?

Transcription

1 Film Tourism

2 What is Film Tourism? tourist visits to a destination or attraction as a result of the destination s being featured on television,video, or the cinema screen (Hudson et al, 2006 p.256, Beeton, 2004 p.9) the business of attracting visitors through portrayal of the place or a place s storylines in film, video and television (Scottish Tourist Board, 1997) a specific pattern of tourism that drives visitors to see screen places during or after production of a feature film or a television production (Roesch 2009 p.6) the effects that film and TV-productions have on travel decisions as they inspire people to experience the screened places firsthand can also be described as movie-induced or film-induced tourism

3 Why Film Tourism? Contributes to tourist arrivals e.g. Bourne Legacy- 90 pax cast and crew Survivor USA- 200 pax cast and crew Long-staying guests e.g. Bourne Legacy-shot for 45 days, around 20,000 room nights Survivor USA-78 days for 2 seasons Spending in the destination e.g. Bourne Legacy-Php200M Survivor USA-Php300M Creates additional jobs in the filming site e.g. Bourne Legacy-200 local staff and crew, 15,000 extras Survivor USA-200 local staff and crew

4 Why Film Tourism? an excellent vehicle for destination marketing INTERNATIONAL: - The Sound of Music-Austria - The Beach-Thailand - Crocodile Dundee-Australia - Tomb Raider-Cambodia - Lord of the Rings-New Zealand - Harry Potter-United Kingdom - Big Brother-Gold Coast - Survivor Series- multiple destinations PHILIPPINES: - Bourne Legacy - Survivor Series (France, Israel, Serbia, India, USA) - Expedition Robinson (Scandinavia) - Discovery Channel

5 Why Film Tourism? FAST NATIONAL RATINGS WEDNESDAY, SEPT 19, 2012 (Note: All ratings are subject to change.) SURVIVOR: PHILIPPINES (S) (8:00-9:30PM) In the special premiere of its twenty-fifth installment, SURVIVOR: PHILIPPINES: 1. placed first in the 8-9:30PM time period with homes and viewers (11.22 million viewers ) - first with adults (4.5) - second with adults (3.1) - second with adults (1.5). 2. This was SURVIVOR s highest rated special premiere with homes and viewers since SURVIVOR NICARAGUA on 9/15/10 (Wed 8-9pm). 3. Compared to last fall s special premiere of SURVIVOR: SOUTH PACIFIC (9/14/11, 8-9:30PM), SURVIVOR: PHILIPPINES (S) grew with viewers (+4%), and in rating and share with homes (+3%/+10%).

6 Why Film Tourism? The effects of film tourism can be long-term. Hudson and Ritchie (2006) found that although the peak of interest comes after a film is released, a 54% increase in visitation was evident at least 5 years later in the 12 films they studied and images are often retained for a long time. Historical films have a huge benefit in inducing tourism to the destination. turns on the synergies between tourism and film/television production which involves the numerous ways in which the two sectors leverage off each other through shared infrastructure, expertise and service provision. (Ward et al 2009 p.3) presents new product development opportunities, such as location tours, film museums, exhibitions and the themeing of existing tourist attractions with a film connection

7 Why the Philippines? Diversity of film locations One of the oldest film cultures in Asia Track record and experience in handling foreign film and television productions Experienced, very professional film industry personnel English-speaking people Availability of the full range of film related services Line producers Pre and post production Filming equipment rentals Competitive rates

8 Why the Philippines? Support provided by the Film Development Council of the Philippines (FDCP) One-stop shop for permits, licenses, documents Contacts for: - Local line producers - film-related services - equipment and talent suppliers Cash incentives

9 Why the Philippines? Destination incentives provided by the local government Ilocos Norte: Waiver of location and governor s permit fees Free rental fees on chairs, tables, porta-lets, tents, and generators Film-related services Discounts or free service charges for: accommodations, restaurants, transportation, etc. Assistance in ocular tours Technical assistance

10 Indian Film Industry

11 Indian Film Industry India produced more than 1,200 films in 2008/09 - Bigger than Hollywood, Japan, and China Indian films sold 3.3B movie tickets in India in 2008/09 Indian films: Bollywood, Tamil and Telugu cinemas = 900+ movies/year Indian film industry sends US$1B+ - 20%+ of budgets are spent on foreign shores or US$200M+

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13 Locations Brings together Indian film decision makers and interested entities from foreign governments and their private sector partners Indian buyers: Film Production Companies Filmmakers TV Content Producers Location Scouts Film Directors Executive Producers Cinematographers Ad Film Producers Art Directors Music Video Makers

14 Locations Some big filmmakers who attended: Yash Raj Films G P Sippy Films Hajshri Films Tips Music and Films BSK Films Burmawala Productions Nadiadwala Grandson Films UTV Films BR Films

15 Pre-event Sales Calls on leading Indian movie producers Yash Raj Films Trimurti Films / Popcorn Entertainment Whitehouse Productions

16 Locations Proper Philippine Sellers Fixer Ink Travel Time Productions Shroff Travel Philippine Airlines Department of Tourism Film Development Council of the Philippines

17 Locations Proper Featured destination 18 sqm stand

18 Locations Proper A Philippine seminar was held at the fair venue

19 Locations Proper Concrete leads generated: Yash Raj Films G P Sippy Films Hajshri Films Tips Music and Films BSK Films The Philippines won an award for best new entrant for the promotion of tourism through Indian films

20 Next Steps Pursue leads In view of the huge number of moviegoers in India, explore advertising in leading Indian cinemas Push LGUs to provide local incentives to foreign films/shows shooting in their locale (FDCP and DOT) Push for the creation of regional FDCPs (FDCP) Meet with concerned government agencies and private sector partners to explore possible concessions and incentive packages (FDCP and DOT)

21 Convergence with government agencies Department of Foreign Affairs (DFA) Waive visa fees and/or simplify visa application requirements Speed up visa processing Department of Tourism (DOT) Airport reception and assistance Negotiate preferential rates for accommodations, airlines, tourist transport, ground handling Assistance in organizing recce Department of Finance (DOF) Waive bond requirement for re-exportation of cargo Tax rebates

22 Convergence with other government agencies Bureau of Immigration Waive or lower fees for work permits Speed up processing / special window Waive visa extension fees Bureau of Customs Facilitation of release of film equipment from airport Waive or lower requirements / fees Speed up processing

23 Convergence with other government agencies Film Development Council of the Philippines (FDCP) Simplify and speed up processing of documents and permits Work out more attractive incentives Possible sponsorship of recce costs if production pushes though Local Government Units Pool of available resources (manpower and technical) List of possible movie locations Local incentives

24 Next Steps Explore participating in other film tourism/location expos in partnership with the FDCP in the top film producing countries of the world (2 Hollywood-520, 3 Japan-418, 4 China-400, Korea) Mobilize Philippine destination representatives, film/tv production industry to join film tourism promotions efforts Explore possibilities to do a film tourism roadshow covering Hyderabad and Chennai as a pre or post activity to Locations 2013 (DOT) Look into film representation for the Indian market (FDCP)

25 Possible Film Tourism events/expos to attend Locations Exhibition Conference, India Xiamen s 1 st Film & TV Culture Tourism Festival, China Long Island International Film Expo, USA International Film & Jazz Festival, Paris International Film Festival of Cartagena, Colombia Busan Film Festival, Korea Hongkong Film Festival Berlin Film Festival, Germany Cannes Film Festival, Paris, France

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27 Dhanyavaad