Aashish Singh, VP, Yash Raj Films urged destinations to look beyond providing incentives and rebates to production companies. He suggested joint marketing campaigns as an ideal arrangement between the two, calling it a win-win situation for both. He was speaking at Cinemascapes 2017 held recently in Mumbai.
Aashish Singh said that one of the major trends for Yash Raj films had been the marketing tie-ups they had been able to forge with some countries – where some of their recent movies had been filmed. He shared that the company had inked tie-ups with Abu Dhabi, Tourism Austria and Innsbruck. The movie ‘Tiger Zinda hai’, shot under the banner of Yash Raj films, was shot in four different countries, he revealed.
Substantiating, he said that while up till now, the discussion hovered around the quantum of cash rebates and other such incentives being offered , but the industry needed to look beyond these. He asserted that with ‘Tiger Zinda Hai’, they had been able to achieve it. He shared that production house merely needed to shoot the film in a location and provide them with certain licenses to use stills and videos of the movie for their own tourism promotion in order to ink a marketing agreement.
He expressed hope that Austria was planning on some sort of tourism promotional activities involving the movie recently shot there to attract Indian travellers.