Territory promotion through films — how world cinema succeeds in generating a common perception of cities

Abstract

The following article takes a closer look at how filmmakers can use the potential of film in order to promote a city or even an entire region. With special regards to the role of the term “simulation” (which was first introduced by French philosopher Jean Baudrillard), it examines the effectiveness of cinema products in resonance with their target groups, trying to demonstrate inasmuch a positive image of the city or its administration influences its perception amongst moviegoers. The article aims primarily at the following objectives: - to show the inherent characteristics of cinema simulacrum which has the power to crucially increase the attractiveness of a city or region; - to define the influence of various aspects of the simulacrum which are necessary in order to shape a positive perception in the eyes of different target groups. In this respect the authors will refer to a bigger number of concrete examples of movies that have successfully changed (or altered) the reputation of a city or region. By using the method of comparing analysis the authors have come to the conclusion, that “simulation” – exemplarily used in films – plays a major role in effectively promoting a city or region. For some regions – and for some audiences – the technique of “simulation” can in fact be deemed the decisive factor. Especially in most recent, contemporary cases linked to virtual target groups, the concept has proven to be very successful – as with cities or regions that, prior to their appearance in a motion picture, have had only a very vague image, if not to say: no image at all.