Chief Minister Jammu and Kashmir Omar Abdullah on Sunday reiterated the importance of using South Indian cinema as part of their broader strategy to improve the region’s tourism sector.
He expressed a desire to engage more filmmakers from the South Indian industry, which he thinks has been overlooked so far.
“The places we should be focusing on where the money is there and the budgets are big are the South Indian film industry. For reasons of arrogance or ignorance, we have consciously ignored up until now. So they are the ones with movie budgets of Rs 300-400 crore,” Abdullah told reporters during a recent interview.
Omar believes that the cinema and film industry have immense potential to promote the scenic beauty of Jammu and Kashmir; he also pointed out the historical connection with Bollywood that he believes has played an important role in establishing the valley as a favourite honeymoon destination for generations of Indians.
While there is no precise estimate of the South Indian film industry’s size, a 2022 report by the Confederation of Indian Industry (CII) valued it at approximately Rs 74,900 crore.
The report, titled “Regional is the New National Way Forward for the South India Media and Entertainment Industry," showed that the South Indian film industry accounted for 35 per cent of the total media and entertainment market share, maintaining its relevance despite rapid technological advancements.
According to recent reports by media consultancy firms like Ormax, the Telugu film industry earned USD 212 million last year, surpassing Bollywood’s earnings of USD 197 million.
Meanwhile, Abdullah aims to give a boost to the tourism industry and showcase the unparalleled beauty of Jammu and Kashmir to a wider audience through cinema.
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