Cooperation with the Indian Film Industry: Bollywood in Austria

Published: September 7, 2018; 18:41 · (Vindobona)

Indian production companies visit potential film locations in Austria for future films. With the aim of exploring Austria as a backdrop for future Bollywood films, six producers from India's most renowned production houses will be visiting Austria from 9 to 15 September 2018.

Famous Indian actor Salman Khan with Bollywood actresses / Picture: © Wikimedia Commons / Bollywood Hungama [CC BY-SA 3.0]

In addition to Vienna and Tyrol - both very popular destinations for Indian filmmakers - the delegation will also visit Graz, Salzburg and the Schladming-Dachstein and Zell am See-Kaprun regions.

The signing of a Memorandum of Understanding between the Indian "Film & Television Producers Guild", Aussenwirtschaft Austria and Location Austria on 10 September will be a special highlight and starting signal for more intensive cooperation between the film industries of the two countries.

The trip will be organised by the WKO's Internationalisation and Innovation Agency in cooperation with Robinville, the central contact for Bollywood film productions in Austria and representative of Austrian tourism associations and companies as well as film commissions from India.

The trip is being realised as part of the internationalisation offensive go-international, an initiative of the Federal Ministry for Digitisation and Business Location and the Austrian Federal Economic Chamber (WKÖ).

International film productions shot in Austria have a considerable effect on the domestic economy due to their production-related expenses.

The cooperation with local co-producers and suppliers as well as the stay of the production companies lead to revenues that should not be underestimated.

In addition, film productions are an important image factor for Austria as a film and tourism country.

Bollywood films, which have been shot in Austria so far, have demonstrably led to considerably higher numbers of overnight stays from India, because visiting the locations is a heavyweight argument in the holiday decision of many Indian guests.

India has the largest film industry in the world. In 2017, 1,986 feature films were produced there - compared to 724 in the USA.

Some of the filming for these productions also took place abroad. 
For example, 85 Indian feature films have been shot in Tyrol in recent years. The highlight to date is the action film Tiger Zinda Hai by Yash Raj Films with Bollywood superstars such as Salman Khan (see photo) and Katrina Kaif - the crew spent a total of 16 days in Tyrol in March 2017. The title song Dil Diyan Gallan, most of which was shot in Innsbruck's old town, has been seen 370 million times on YouTube so far.

The film brought with it a great regional added value: not only more than 70 Austrian filmmakers were involved, but also local services such as catering, accommodation and transfers were used.

This positive momentum for the domestic film and tourism industry is now being used to draw the attention of other well-known Indian production companies to Austria's advantages as a film location during a delegation trip.

On the initiative of Aussenwirtschaft Austria and Robinville, a programme of superlatives was put together.

In addition to historical cities and impressive alpine landscapes in four Austrian states, the programme includes numerous other highlights: from a classical concert at Schönbrunn Palace in Vienna and a visit to the Swarovski Crystal Worlds in Wattens to a mountain go-kart experience in Schladming or a helicopter flight from Zell am See to Innsbruck.

The programme will be implemented in cooperation with the Cine Tirol Film Commission, Creative Creatures, the Film Commission Graz, FAMA - Film and Music Austria, the support programme FISA - Filmstandort Austria, the internationalisation offensive go-international, Eurotours, the hotels Adlers and Sacher, the tourism association Innsbruck Tourismus, the national Film Commission Location Austria, the Innsbrucker Nordketten- and Planai-Hochwurzen-Bahnen, the Schladming-Dachstein holiday region, Schönbrunn Palace concerts, the Swarovski Crystal Worlds, Salzburg Tourism, the Tyrolean evenings with the Gundolf family in Innsbruck, the Vienna Film Commission and Zell am See-Kaprun Tourism.

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