The picturesque Kashmir valley has captivated Bollywood and other local filmmakers for generations.
In the past, no movie of Bollywood was complete without Kashmir and in the 60 and 70s, Bollywood became synonymous with Kashmir. Bollywood romance with Kashmir began with a movie like ‘Kashmir ki Kali’ which captured the picturesque landscape of Kashmir.
According to Lieutenant Governor Manoj Sinha, over 300 movies were filmed in the Valley and that such “enthusiasm” was bringing about a qualitative change in the lives of local people.
The shooting of over 300 movies comes as J&K government’s film policy which was launched in 2021 to attract more investment into the film sector and make region as the most popular film shooting destination.
Under the new Film Policy, the Jammu and Kashmir government has put the permission system under Public Service Guarantee Act (PSGA). The administration has to give permission to filmmakers within a stipulated time of 30 days. There is a single window system to make it easier for the producers.
The Kashmir valley has remained a veritable paradise for the Indian film industry for a long time. The idyllic locale remained part of films of every possible genre, from romance to comedy, action to family socials. However, due to varied reasons, there was some cut off in between which now appears to be getting fixed.
Among others, Bollywood’s big banners have already filmed in Kashmir, giving a major shot in the arm to the tourism sector.
Also Tollywood film makers have been equally enthusiastic to shoot in Kashmir and capture the breathtaking landscapes in their movies.
The visit of bollywood sends a message across India about the beauty of the land and hospitality of its people. In contemporary times, they could be ambassadors for the tourism industry, more particularly adventure tourism. Kashmir has historically been an attraction for anyone who wants to relax, and enjoy. In the past, the stakeholders have not been able to promote the Kashmir Valley, its unique weather, mountain peaks, water bodies, vast fields and orchids, archeological sites, and cultural signposts. Both the local and central governments need to work in tandem and promote this part of the globe, known to be a paradise on the earth, as an all-season destination locally and internationally. There is hope that Bollywood and other filmmakers will portray Kashmir in the right perspective which in turn will help promote tourism and allied sectors of Jammu and Kashmir.