JAMMU/SRINAGAR: With a marked improvement in the ground situation, Jammu & Kashmir is once again returning to the big screen as one of the most sought-after film shooting destinations in India. Officials confirmed that around 300 films, web series, serials, and music videos across multiple languages have been shot in the picturesque Valley since the launch of the New Film Policy – 2021.
The breathtaking landscapes of Gulmarg, Pahalgam, Sonamarg and Srinagar are drawing filmmakers in large numbers. Even big Bollywood banners that once hesitated to shoot in Kashmir are making a comeback. A song from Karan Johar’s Rocky Aur Rani Ki Prem Kahani starring Ranveer Singh and Alia Bhatt was filmed in the Valley — a symbolic reminder of Kashmir’s cinematic revival.
South Indian & Regional Film Industry Joins In
Kashmir has also seen a surge in crews from the South Indian film industry. Movies in Tamil, Telugu, Kannada and Punjabi have recently been shot in several scenic and urban locations of J&K, boosting local employment and tourism.
Old Golden Era Returns
Once considered the crown jewel of film tourism, Kashmir served as a favorite Bollywood location in the 1960s, 70s and 80s, before militancy in 1989 brought film activity to a halt.
However, according to Lieutenant Governor Manoj Sinha, the magic is returning.
“The era of the 1980s, when Hollywood and Bollywood films were shot in Kashmir, is returning,” the LG said, adding that nearly 300 productions have been completed in just over two years.
He said the revival of film tourism is generating income, boosting the hospitality sector, and opening new livelihood opportunities for youth.
Cinema Culture Returns After Decades
After more than 30 years of shutdown, movie theatres reopened in the Valley last year — marking another major emotional milestone. Theatres were forced to close after the outbreak of militancy in 1989.
Why Filmmakers Are Returning — The Subsidy Push
Under J&K Film Policy – 2021, the government is offering attractive incentives:
✅ Up to ₹1 crore or 25% of production cost (whichever is lower) for first-time filmmakers in J&K
✅ Condition: 50% of shooting days must be in J&K
✅ Subsidies extended for second & third films too
✅ Special incentives for national award-winning producers/directors
✅ Support for web series and documentaries
Future Looks Bright
With peaceful outdoor conditions, government support, revived cinema halls and rising interest from Indian and international filmmakers, Jammu & Kashmir appears well on its way to reclaiming its cinematic glory.
The message is clear from the Valley — Paradise was never lost. It is back on camera.
