Tourism pay-off for film role

HIT MOVIE: Cinemas in India have reportedly seen sell out crowds for the film Life of Josutty, which was partly filmed in Rotorua. PHOTO/SUPPLIED

Rotorua landmarks are set to be seen by millions with the release of a film which it is hoped will attract more Indian visitors to the region.

Cinemas throughout India have reportedly been at full capacity this week for the premiere of Life of Josutty.

The movie is made in Malayalam, a film industry of its own, producing films in a language spoken by 38 million people mainly in the south-west of the country. The crew spent three months in Rotorua earlier this year and up to 60 locals were used as extras.

Life of Josutty is an autobiographical film about main character Josutty (played by leading Indian actor Dileep). It follows his journey of marrying a divorced woman and move to New Zealand for the welfare of his family.

Melanie Groves, who worked with the production and runs an extras and actors company in Rotorua, said the region would be showcased on a large scale with scenes shot at the Redwoods, the Lakefront, the Government Gardens, Kuirau Park, the airport, Centennial Park and at local homes.

"You're talking millions of people [will watch it]. The Malayalam and Bollywood industries combined are bigger than Hollywood. More people will go and see these movies than a Hollywood movie. In India, every single person loves movies ... and their movies are based on real life events.

"You won't see Spiderman, Batman or The Incredible Hulk because Indian people won't be able to identify themselves with that."

Ms Groves said more Indian film makers may be attracted to work in Rotorua depending on how this latest movie does in the box-office.

Rotorua Chamber of Commerce chief executive Darrin Walsh said anything being done to promote Rotorua on a global scale would have a positive impact on the region for tourism.

"When these productions are filmed here the Indian dollar will be converted to the New Zealand dollar and spent in the local marketplace so it has to be a good thing for Rotorua."

Destination Rotorua general manager Oscar Nathan said they do "everything we can to assist with these productions." He said India has been predicted to be the next 'boom' tourist market.

"India has well-established traditions in movie-making and Bollywood movies have an immense impact on consumers and travel," Mr Nathan said.

"An example of this is Switzerland, which has long been a favourite destination for Indian travellers due to regularly being featured by the Indian film industry.

"While Destination Rotorua hasn't been actively marketing to Indian film crews, we are quickly building a film-friendly reputation off the back of Rotorua's unique characteristics, our amazing people and the fact that Destination Rotorua and the council do everything we can to assist with these productions," he said.

"India is one of the fastest growing economies in Asia and new airline connectivity via Singapore shows real potential for this visitor market for us in New Zealand - already up 23 per cent on last year.

"The World Tourism Organisation predicts that India will account for 50 million outbound tourists by 2020 leading Tourism New Zealand to believe that India is likely to be our "next China".

Bay of Plenty Indian Association president Shashi Patel said there was a demand to watch Indian-produced films locally.

"Bollywood is very, very popular, we struggle to get movies here. Most of the Rotorua residents travel out to Te Puke or Hamilton to watch them and its always a full cinema.

"[This movie] would give Rotorua a huge exposure. Basically most Indian people will look at New Zealand as a great place to visit."