Hosting film productions represents a major opportunity for regions, both economically and culturally. However, the promotion of a territory does not end when filming wraps. It can, and should, extend well beyond the shoot itself, particularly through film promotion and theatrical release. Film premieres, in this respect, represent a strategic lever that is still underutilized.
Visibility that extends over time
Film premieres, whether held nationally or internationally, offer exceptional media exposure. They provide a privileged moment to highlight the role played by regions in the creation of a film, not only as backdrops but also as active production partners.
The region thus becomes much more than a simple filming location: it becomes part of the film’s narrative, its visual identity, and its public reach. This visibility endures over time, far beyond the filming period, and helps to enhance the attractiveness of the territory. At events, regional presence can take various forms, notably through goodie bags distributed to guests, journalists, and partners. These materials offer a concrete opportunity to showcase regional identity, local expertise, and territorial partners.
For the premiere of « Mein Freund Barry » , gingerbread cookies shaped like dog paws were created in collaboration with a local bakery (Moreillon), establishing a direct link between the film, its universe, and the regional economy. The Belalp region, which served as a filming location, offered spectators a handcrafted ointment, strengthening the territorial anchoring of the event while highlighting one of its local products.
These simple yet targeted actions help create a memorable and authentic experience around the film while promoting local stakeholders.
Film as a cinematic and economic showcase
Promoting a region also involves using the trailer or the film itself as a communication tool. This is not only about promoting tourist destinations, but also about highlighting the cinematic potential of territories.
A film distributed internationally provides a region with global visibility, enhancing its attractiveness to other productions and generating direct economic added value when shoots take place (local jobs, accommodation, catering, technical services). Cinema thus becomes a powerful tool for territorial marketing, capable of positioning a region as a creative and professional partner on the international stage. Moreover, regions and their local partners have every interest in using films shot on their territory as genuine communication tools. By integrating these works into their marketing strategies (digital campaigns, events, promotional materials, or collaborations with local stakeholders), they extend the impact of the shoot and strengthen their image.
This synergy between cinema, territorial promotion, and the local economy creates a virtuous circle: the film enhances the region, the region supports the film, and this collaboration benefits all stakeholders involved. For film commissions, supporting and encouraging such initiatives is a key challenge in developing sustainable and coherent territorial marketing through cinema.
