Written by Tom Deehan on Nov 1, 2016. Posted in General Interest

Australia banks on Thor: Ragnarok film tourism with Marvel exhibit

The Premier of Queensland, Annastacia Palaszczuk has announced that the world’s first exhibit to focus entirely on the Marvel Cinematic Universe will be coming to Australia in May 2017. The exhibit will make use of the current flow of film tourism, generated by the recent filming of Thor: Ragnarok on the Gold Coast.

Palaszczuk details: “my Government has reinstated funding of up to AUD10.8 million for blockbusters at the Queensland Art Gallery | Gallery of Modern Art (QAGOMA) and this is the first of many exciting outcomes.”

Fully titled ‘Marvel: Creating the Cinematic Universe’, the exhibit will feature a number of props and costumes as seen in the films alongside pieces of original artwork related to the series.

She continues: “the filming of Thor: Ragnarok in Brisbane’s Central Business District generated a Marvel buzz that is certain to continue with the opportunity for comic book and movie fans to exclusively view pieces from the Marvel Cinematic Universe. I have personally championed this project because I know it will draw visitors from across the country and the Asia-Pacific, meaning more tourism jobs for Queenslanders.”

Film tourism is a huge industry worldwide, with the likes of Game of Thrones sending a wave of visitors to Northern Ireland while fans of Harry Potter have flocked to Warner Bros. Leavesden to embark on their studio tour.

Australia itself is no stranger to the benefits of film tourism, as their New Zealander neighbours have successfully capitalised on the interest driven by The Lord of the Rings and The Hobbit trilogies, both of which were shot on location in the country.

The Location Guide recently interviewed the award winning photographer, Ian Brodie who played an integral part in establishing New Zealand’s film tourism industry.

Australia’s 16.5% tax offset incentive isn’t the most competitive of its kind, but is certainly appealing when combined with the country’s advanced filming infrastructure. Designed for high-budget features, a minimum of USD15 million must be spent to access the incentive.


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