filmturisme 2010 - filmturisme som fenomen, dr simon hudson, university of south carolina

Film Tourism as a PhenomenaSimon Hudson

Film tourism is defined as “tourist visits to a

destination or attraction as a result of the destination

being featured on television, video or the cinema

screen”

Summary of the economic contribution of the core UK film industry

Note: The core UK film, industry includes the activities which arise in the UK from the companies /individuals employed in the different stages of film production in the UK (including

pre-and post-production); distribution of UK-made films; and exhibition of UK-made films. Economic activity associated with the distribution and exhibition of films made abroad is not

included.

Channel of impact

Total contribution to UK

GDP in 2006

Total contribution

to Exchequer revenues

In 2006

Employment

impact in 2006

Direct £1,510 mn £436 mn 33,500

Multiplier (indirect and

induced plus TV)£1, 625 mn £420 mn 33,500

British film box office

effect£53 mn £8 mn 500

Tourism £900 mn £200 mn 20,000

Promotion /Trade £20 mn £5 mn 700

Merchandising £235 mn £105 mn 6,500

Total £4,343 mn £1,174 mn 94,700

Why the growth?

Rise in international travel

History of film-making

Trends in tourist behaviour

Can be more effective than traditional

promotion avenues („destination placement‟)

What qualifies for

success? The success of the film

Identifiable and accessible locations

Relevance of the story to the location/clear link

Amount of exposure

A film location that has an emotional attachment

A location that has a physical icon that viewers can identify with

Destination AttributesScenery

Sets

Backdrops

Icons

Awareness

Brand

Who is the film tourist?

Three types

specific

general

serendipitous

Motivated by:

Place (location, attributes, landscapes,

scenery)

Motivated by:

Personality (cast, characters, celebrity)

Motivated by:

Performance (plot, theme, genre).

Don‟t forget television..

And music videos

Why should film commissions

be interested in film tourism?

They can offset costsGives another reason to lobby government for tax credits (eg. UK)Increased exposure will bring in more business (eg. Malta)Sustainability of film industry – creates a „film-friendly‟

Working together to leverage film

tourism

Film commissions can work with Destination Marketing Organizations and engage in marketing activities before production, during production, during release of the film, and after release

1. Before Production

Extra tax credits for

„tourism-friendly‟ productions

Negotiating Credits

Develop Marketing Partnerships

2. During production

The „Making Of‟

3. During release

4. After Release

A place for film tourists to visit

A place to stay

Movie tours

Interpretation is

important

As is memorabilia

Film tourism packages

Websites

Special Promotions

Movie maps

Guide books

Advertising film tourism destinations

Closing thoughts

Film tourism is a significant and

growing phenomena in the tourism

industry

Both the tourism and film industries

can take advantage of this growth by

understanding and leveraging film

tourism

Film commissions need to partner

with the tourism industry as early as

possible in the filming process

If you would like to know more…..

shudson@hrsm.sc.edu