12th Dec 2017, Mumbai: The Producers Guild of India in association with Robinville Intech representing Innsbruck Tourism, Cine Tirol and Location Austria organized an event titled “Bollywood goes to Austria, Tirol and Innsbruck”. A panel discussion highlighted Austria as the preferred destination for Bollywood film productions and the significant rise of Indian tourists visiting Austria in 2017.
“Since 2015 representation of Austrian business and tourism interests have soared in India however, the most significant game changer was the emergence of Bollywood in Austria in a noticeable way”, said Ishvinder Maddh, Managing Director Robinville Intech at the event. Uniting various fraternities, the event witnessed participation from film, travel and media industries.
The Chief Guest at the event, the Austrian Ambassador to India H.E. Brigitte Öppinger-Walchshofer, at the event said, “When Bollywood searches for new overseas locations for shooting films, Austria is very well placed to meet high expectations. The country offers everything from beautiful mountain scenery, deep forests and rolling green hills to romantic castles and lavish palaces. To film in Austria also ensures to work with excellent infrastructure. The crews might work in conditions of deep snow high up in the Alps but the cafés of Innsbruck, Salzburg or Vienna are just a short hop away from mountain glaciers or other beautiful sets for Indian films. Bollywood is more than welcome in Austria. Let us intensify this relationship and by that not only the one from country to country or between institutions but the one from people to people.”
Dharma Productions with Ae Dil Hai Mushkil in 2015, Star Plus prime-time show Pardes Mein Hai Mera Dil , Onir’s promo of the same show showcased Nordkette mountain and cable cars in a prominent way and, more recently, the shooting of Yash Raj Films Tiger Zinda Hai in March 2017, slated for release on 22 Dec 2017, is set to open Austria to the Indian masses.
Notable movie director Ali Abbas Zafar said, “The experience of shooting in the stunning Austrian Alps full of fresh beautiful snow, cold temperatures and peaceful ambience was an experience in itself. The abundance of locations in the pristine alpine mountains made them ideal for our shooting sequences. In fact, these visuals linger in a certain way on-screen and make a stronger impact on the viewer.” He further said, “Austria is known for its art, culture and music and this cultural heritage enables visually rich content that is unparalleled. The imperial architecture of Innsbruck and the Old Town Centre will feature for the first time in cinema history in Tiger Zinda Hai.”
Speaking about Austria, Karan Johar said, “The alpine flair and imperial architecture in Innsbruck, the funicular to ski slopes in holiday villages, open green meadows, crisp mountain air and the wildly romantic mountaineering villages fascinated me to Austria. Tourism to Austrian destinations is growing exponentially as we speak. I’m happy that Bollywood is engaging the Indian traveller to be seen more frequently in Austrian locations wanting more from each experience.”
Experts from the Austrian Tourism and film representation organizations, namely – Ms. Julia Schmoelz – FISA/Location Austria, Mr. Thomas Fuchs – Cine Tirol, Esther Wilhelm – Innsbruck Tourism, Ursula Keplinger and Andreas Payer – Creative Creatures were also present at the event.
Earlier in May 2017, Shiamak Davar visited Vienna on invitation from the Indian Ambassador to Austria Dr. Renu Pall to showcase ‘Bollywood in Austria’ at the Concordia Ball held at the prestigious Rathaus in Vienna. These events have paved the way further for Bollywood to the Austrian and India media.