Roesch filmturisme
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Transcript of Roesch filmturisme
Film Tourism –
Case Study: Norway
Stefan Roesch
www.film-tourism.com
Introduction to Film Tourism
Defining Film Tourism
Travel to a destination that has been portrayed in a film production
Example:
The movie Room with a View (1985) is partly set in Florence, Italy.Someone who is inspired by the film and travels to Florence becomes afilm tourist.
“Film productions” include:
� feature film productions� fictional TV productions� documentaries� tourism image films� home videos
Defining Film Location Tourism
Travels to places/sites used for filming or associated withfilming.
Example:
Lord of the Rings film location tourists recreating a scene at the original film location.
Film Tourism Effects
CurrentVisitors
PotentialVisitors
Aware of LOTR films/ aware of publicity 93% 86%
Aware filmed in NZ 86% 65%
Seen at least one LOTR film 72% 75%
More motivated to visit NZ - 61%
More likely to visit NZ - 57%
Better understanding of what you can do in NZ - 29%
LOTR a reason for coming to NZ (main reason or one reason) 8% -
Base: Total Respondents 775 907
LOTR Impact on New Zealand’s
Destination Image and Travel Stimulation
Source: Tourism New Zealand 2003
Visitor Increase:
Rosslyn Chapel, Scotland
Source: courtesy of Nick Finnigan, VisitScotland (2009)
2003 38.000
2004 68.000
2005 120.000
2006 176.000
2007 158.000
2008 128.000
Screening of the Da Vinci Code
Visitor Increase:
Wallace Monument, Scotland
1994 50.173
1995 128.638
2006 119.000
2007 125.000
2008 130.000
Source: courtesy of Nick Finnigan, VisitScotland (2009)
Screening of Braveheart
Visitor Increase:
Ystad, Sweden
day trippers overnight stayers
2003 1.123.106 781.653
2004 1.105.708 747.941
2005 1.236.409 678.477
2006 1.249.925 722.031
2007 1.454.282 658.368
+331.176 -123.285
Source: courtesy of Itta Johnson, Ystads kommun (2009)
TV release of theWallander series
Source: Ernst & Young (2009) Economic and Fiscal Impacts of the New Mexico Film Production Tax Credit.
Film-related tourism accounted for an estimated 5.5% of total New
Mexico tourism expenditures in 2008.
Visitor Increase through Filmic Impulses: Scenarios
1
1,2
1,4
1,6
1,8
2
2,2
2,4
2,6
2,8
1 2 3 4 5 6 7
year
factor
Types of Film Location Tourists
general
serendipitous
specific
Destination Marketing through Film
40%of international respondents say theywould be ‘very likely’ to visit locationsassociated with films/tv if they were tovisit Britain.
Product Placement = Hybrid Message
Source: after Balasubramanian S. K. (1994), Beyond Advertising and Publicity: Hybrid Messages and Public Policy
Issues. Journal of Advertising, Vol. XXIII, No. 4:30.
AdvertisingPro:
Content controlled bysponsor
Con:
Sponsor identifiable, sourceregarded with suspicion
Public RelationsPro:
Sponsor not identifiable, source seems genuine
Con:
Content and format not controlled by sponsor
Product Placement= Hybrid Message
Con:
Content controlled bysponsor
Pro:
Sponsor not identifiable, source seems genuine
Location Placement in Film
Marketeer-uncontrolled Marketeer-controlled
Live the Bond Lifestyle-Campaign by VisitBritain
Source: courtesy of VisitBritain (2009)
Evaluating the Advertising Equivalent Value:
relation: ca. 20 : 1
The Different Image Change Agents
Source: Gartner (1993)
The Pros of Destination Placement in Film
� free advertising� sponsor not identifiable� high market penetration� high credibility
Problem: (almost) no control over the content
Case Study 1: The Golden Compass
The Locations
Bryggen wharf area Svalbard
Trollesund
The town in Norroway where the Gyptians begin their land journey to Bolvangar, where Lyra meets Lee Scoresby and where the Witch Consul to Norroway lives. Trollesund lies in the north of Norroway. It is possible that Trollesund is the city Tromsø in our world. They are both in the same general location, close to Svalbard and an important harbour in the north of Norway/Norroway.
Svalbard
A northern archipelago in Lyra‘s World, where cliff-ghasts live, as well as possibly witch clans, and Lord Asriel is exiled to Svalbard, where he lives with his servant Thorold. Svalbard is, most notably, home to the panserbiørne who have their fortress there. In our world, as in Lyra's, Svalbard is a cluster of Norwegian isles.
The Fictional Places
Svalbard – Land of thePanserbiørne
Bergen – Experience the real Trollesund
Case Study 2: Ein Mann, ein Fjord!
The Locations
Oslo Bergen train Bergen
HurtigrutenGeirangerfjordÅlesund
„Björn uten Bukse“
Case Study 3: Liebe am Fjord
Gesang des Windes
Sommersturm
Liebe am Fjord – The First Two Films (2010)
Assessing and Securing
the Film-inducing Tourism Potential of
Liebe am Fjord
1. Assessment of the films prior to their televised release
2. Identification of tourism-inducing tools
3. Innovation Norway approached the film production company:- to negotiate the use of film material- to discuss the Norwegian-relevant content of the films- to establish a good working relationship for the future- to discuss joint promotion
The Idea Creative Input Financing Post-Production Ancillary Releases
Development Location Selection Production Festivals &
Cinema Releases
Starts here? Optimal? Ends here?
optimal ends here
Source: adapted from OLSBERG (2007)
When to Get Involved
Destination Marketing through Liebe am Fjord
� Location tour/visit with selected travel and film journalists (in cooperation with Fjord Norway)
� Special film premiere in the Abaton Cinema in Hamburg. Norway was promoted as a travel destination in relation to the film (banners, posters, main actors as testimonials).
� Social Media Marketing, PR, B2C Newsletter
� German Microsite
German Microsite
Outlook: Four New Films in 2011 and 2012
� The goal is to incoporate more Norway-specific elements into the script.
� The German Film Research Unit is currently conducting interviews with various experts to filter relevant themes (ongoing).
� One result is that one of the next films (Das Ende der Eiszeit) will feature the existing village of Fjaeland.
Case Study 4: The Empire Strikes Back
The Location: Hardangerjøkulen glacier
In Conclusion…
The Positive Effects of Film Tourism
� strengthens relationships between film and tourism industry
� contributes to a film-friendly attitude from residents
� can support the film industry to promote the production (tie-ins)
� contributes to a wider destination branding
� can revive influx to established tourist attractions
� film location tourism attracts independent and interactive travellers
� can be sustainable (cult films, renewed windows of exhibition)