Film London leads EuroScreen conference on screen tourism across the continent
Film London has led a EuroScreen conference looking into the economic impact of screen tourism around the world. The event looked at how films like the Harry Potter series and TV dramas such as Wallander and Game of Thrones have benefitted their specific filming locations.
The figures showed that mentions of specific productions helped promote locations like London, Ystad in Sweden (the setting for the crime drama Wallander), Malta and Apulia in Italy in the same way as paid-for advertising.
One specific long-term example was Hugh Grant’s 1999 romantic comedy Notting Hill. The film was estimated to have helped deliver nearly GBP 20 million worth of free advertising in the 15 years since its release, through fan chat and social media interactions.
“In many cases this directly translates into visits. Quite simply, this is free advertising and emphasises the power of screen productions as a tourism driver.”
Added Boris Johnson, Mayor of London: “A trip to Platform 9 ¾, 221b Baker Street, or the blue door in Notting Hill helps to bring to life memorable scenes from films and on television. That's why we're working hard with Film London to support the capital as a film making centre.”
Game of Thrones has become one of the world’s most potent examples of effective film tourism and the show is a key part of how Northern Ireland markets itself internationally. Similarly, New Zealand has had great success over the past decade with the combined success of The Lord of the Rings and Hobbit trilogies.
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