Chief Minister Omar Abdullah is once again hard-selling Jammu and Kashmir to filmmakers. The government is working hard to improve infrastructure to make Jammu and Kashmir an attractive destination. Omar has pitched for the satellite campus of the Institute of Creative Technologies in Jammu and Kashmir to hone talent and boost film tourism. The government is also trying hard to create post-production facilities in Jammu and Kashmir to lure more and more filmmakers. Kashmir has had a close-knit relationship with Bollywood. Before 1989, Kashmir featured in almost every film. From Shami Kapoor’s Kashmir Ki Kali to Amitabh Bachchan’s Silsila and from Ranbir Kapoor’s Rockstar to Shah Rukh Khan’s Dunki, Kashmir has been on the bucket list of filmmakers. Even South Indian filmmakers and stars have featured Kashmir extensively in their movies. In 2021, the government launched its maiden film policy to attract filmmakers. The government also created a Film Development Fund (FDF) for the disbursement of subsidies envisaged in the J&K Film Policy 2021. Over 465 films, web series, ad films, and music videos have been shot in the region over the past five years. From films to web series, the scenic Kashmir has again become the new address for filmmakers, not only from Mumbai but down south too. Kashmir-themed productions such as Baramulla, Ground Zero, Singham 3, and Songs of Paradise earned widespread critical acclaim. The OTT has also opened new vistas for Kashmir artists. However, after the Pahalgam attack, film shootings had nearly vanished. Production houses that had invested in setting up their operations faced heavy losses, as bookings were cancelled en masse. Yet, the valley’s timeless beauty, its snow-capped peaks, serene rivers, and lush meadows cannot be ignored for long. Bollywood, Tollywood, and independent filmmakers are eager to capture Jammu and Kashmir’s scenic beauty again. Since the unveiling of the film policy, a lot of directors are applying to shoot their films in Jammu and Kashmir. Under the new system, a simple application and minimum documentation are solicited from the applicants, and permission to shoot is provided within a month of the application being received. The applicant only interacts through the portal, a single point, and the clearance is coordinated from all concerned departments. Film tourism is one sector that has huge potential. It will act as pa romotional to woo tourists to Kashmir. However, the government has a bigger role to play. They cannot just hide behind the film policy. They have to prove it on the ground. Our filmmakers should feel at home while shooting. A hassle-free system should be set up to ensure that shootings are held in a conducive manner. We need to focus on developing infrastructure. Just our scenery is not enough. We need good facilities also. The government needs to think out of the box to put Jammu and Kashmir back on the film tourism map of India.
Lights, camera, action!
