Pathani which has led to the reopening of 25 unique screens in India, is the latest example of the soft but important power of films.- After Zoya, you choose
Zindagi Na Milegi Dobara On the screens, Spain has become a popular destination for Indian tourists as tourism in the country has increased by 65%. - The flip side, however, is the debilitating effect of big-ticket tourists on protected environments – like Ladakh, India, or Dubrovnik, Croatia.
Although the Hindi film industry recorded a box office gross of ₹10,637 crore in 2022, the Hindi film industry has struggled. While Telugu and Malayalam films swept awards and audiences by storm,
Less than a week after its release, Pathaan has become Multiple Record Breakers – and has led to 25 unique screen reopenings in India. Reports are said to have become the fastest Indian film to cross ₹200 crore in box office collections in four days, even beating KGF 2 (five days) and Baahubali 2 (six days).
However, Pathaan is not the first movie nor is SRK the first actor to leave a massive impact on the industry. Movies have always influenced consumer choices, from fashion to tourism.
From Switzerland to Spain, movies have changed the landscape of tourism
Arguably Yash Raj Films (YRF) was one of the first Indian production houses to casually promote a country through its films – primarily the snow-capped mountains of Switzerland. The sarees-clad YRF champions may or may not have had fun dancing in the snow. However, tourists have certainly flocked to the sites with enthusiasm.
The results – a Bollywood restaurant at an altitude of 3454 m in Jungfraujoch Switzerland. It has become a must-see attraction for all the tourists, especially those from India and fans of Hindi films.
In a report published in 2016, it was also stated that within a decade there had been a 400% increase in the number of Indian tourists to Switzerland. They also pay an average of $330 per person per day, compared to $192 for all tourists.
This trend has continued over the years, with popular films becoming miniature tourism advertisements for the place where they were filmed – be it Krrish in Singapore; Corsica in Tamasha; Or one of the most famous restaurants in Spain at Zindagi Na Milegi Dobara.
After Zoya Akhtar’s Zindagi Na Milegi Dobara hit the screens, Spain became a popular destination among Indian tourists with a reported 65% increase in tourism. The film has become a case study marketing management course.
Similarly, after the release of Krrish, the number of Indian tourists increased from 6 million to 7 million in Singapore. Close to us, Chapura Fort in Goa is known as ‘Dil Chatta Hai’ fort. Even today, you’ll find tourists recreating the iconic scene from the movie – even though it’s been 21 years since the movie was first released.
Writer-director Deepak Lopu has partnered with writer-director Deepak Lopu with India Times.
Both sides of every coin
If Jab We Met’s Jeet popularized the idea of harem pants with shirts, Dil Chahta Hai’s Akash made French beards cool. In other words, from fashion trends to tourist spots, the soft power of movies can’t be ignored. But there is another side to this!
The massive influence wielded by celebrities and movies comes at a price. Like Snapchat in 2018. According to CNN, reality star and social therapist Kylie Jenner tweeted, “Does anyone else open Snapchat anymore? That sent Snap (SNAP) shares down 6%, wiping out about 1.3 billion dollars of the company’s market value.
Pangong Lake in Ladakh has become a national attraction after 3 Idiots, as the ‘3 Idiots cafe’ or ‘Rancho cafe’ welcomes tourists at every corner. However, the jump in the number of tourists (from 400,000 before the film to 16,000,000 in 2011, after the film) has also devastated Ladakh’s ecology – with plastic bottles, aluminum packaging and other waste.
Following the worldwide popularity of the fantasy series Game of Thrones, Dubrovnik in Croatia has seen an increase in the tourism that the city has to offer. Limits The number of tourists reached 4,000, fearing that UNESCO might lose the World Heritage title.
According to a case study in Harvard Business Publishing, “The popularity of the TV series led to a tourism boom in the area. During the high tourism season, the city now suffered from severe overcrowding. In addition, the city was in danger of losing its status as a UNESCO World Heritage Site.” In response, The city has begun to engage in marketing efforts. »
See also:
Pathan SRK Sets New Record – Over Rs 200 Crore In Two Days
150% higher proportion of citizens likely to go to cinemas: a survey of local precincts
