Panaji / Jammu: In a bold push to revive film tourism and reconnect with its cinematic heritage, Jammu & Kashmir has launched an aggressive promotion campaign at the 56th International Film Festival of India (IFFI) in Goa, wooing filmmakers with incentives and scenic filming destinations.
A six-member team led by Commissioner Secretary (GAD & Information) M Raju is showcasing the revamped J&K Film Policy 2024, which promises a friction-free filmmaking experience with streamlined permissions, logistical support and financial incentives.
“Our priority is to position J&K as a reliable, friendly and film-ready destination once again,”
— Nitish Rajora, Director Information, J&K
The J&K pavilion at WAVES Film Bazaar is attracting producers and OTT creators with presentations on shooting locations, availability of local talent and post-production support.
🎬 Policy at a Glance — Incentives for Filmmakers
| Category | Incentive | Conditions |
|---|---|---|
| Feature Films | Up to 5% of production cost or ₹1 crore | Minimum 20 days of shoot in J&K |
| Web Series / Documentaries | 10–15% subsidy | Highlight J&K positively or win national awards |
| Overall Cap | ₹1.5 crore per project | Applicable under J&K Film Policy 2024 |
| Additional Support | Single-window clearance, facilitation officer, local talent directory | All genres |
Officials say over 460 film and OTT projects have already been approved for shooting under the policy — signaling a rebound in industry interest.
🌄 Showcasing a New Film-Ready J&K
From snow-covered peaks to high-altitude lakes and quaint hamlets, the delegation is highlighting both iconic and unexplored locations:
Popular Destinations
Pahalgam • Gulmarg • Sonamarg • Daksum • Aru Valley • Gurez
Emerging Film Spots
Bangus Valley • Lolab • Doodhpathri • Margan Top • Seoj Dhar
These landscapes, combined with improved security and tourism infrastructure, form the core of J&K’s film revival pitch.
⚠️ A Revival After Setbacks
The campaign follows a slump in film tourism after the April 22 Pahalgam attack, which forced several film units to halt production.
“Cinema shaped Kashmir’s global identity — and we are determined to bring it back stronger,”
— Senior Information Department Official
Tourism and allied sectors remain optimistic that industry confidence is returning with this renewed outreach.
📌 Sidebar
Cinematic Kashmir: A Legacy on the Silver Screen
Kashmir has starred in some of Indian cinema’s greatest hits:
- Kashmir Ki Kali, Jab Jab Phool Khile, Silsila, Betaab
- Mission Kashmir, Rockstar, Bajrangi Bhaijaan
- Haider, Raazi, The Kashmir Files
J&K hopes to script its next golden era of filmmaking with the new policy.
🔍 Outlook
With natural beauty, supportive policies and strong film heritage, Jammu & Kashmir is poised to reclaim its position as India’s favorite outdoor shooting destination. The government hopes the spotlight at IFFI will translate into packed shooting schedules and global cinematic attention in 2025.
