Ehsan Fazili/Srinagar

Kashmir is seeking its place in Bollywood through offering lucrative business packages to the film producers as part of a yet to be finalized film policy.

Realising that the scenic spots of the Valley are no longer enough to lure the Bollywood producers into choosing Kashmir as a favourite film location, the policy is likely to envisage the "ease of business"  for them. 

Sarmad Hafeez, Secretary for  Tourism and Culture, told Awaz-the Voice that the whole “idea behind making a new film policy for the Union territory is to find avenues that will revive the interests of Bollywood is seeing Kashmir as a friendly and affordable destination.”

He said the idea is to revive the olden days when Kashmir was not only a favourite place to shoot for scenic numbers but also a subject for good reasons.

Blockbusters like Kashmir Ki Kali, Abroo, Arzoo and Junglee  featuring top actors of its times like Sharmila Tagore, Shashi Kapoor, Rajendra Kumar Sadhna, Shammi Kapoor Siaru Banu, Nimmi, Ashok Kumar were memorable flicks released in the decade of the seventies and these continue to evoke nostalgia of good times across generations of film audiences.

Srinagar-Baramulla road that was once a favourite shooting venue for Bollywood romantic numbers

In Pahalgam, there is a tourism department hut called “Bobby hut’ where Rishi Kapoor and Dimple Kapadia had shot a famous song ‘hum tum eek kamrey mein band ho… in the iconic movie. In Palhalgam there is a small valley called Betaab Valley named after another smash hit movie featuring Amrita Singh and Sunny Deol with the same name.  

According to Rahul Pandey, Director Information, another idea behind the proposed film policy is to generate opportunities for local talent and also economic activities for businessmen in the world’s largest film industry. The government is keenly looking for clauses that will lead to the industry involving local youth into films and allied activities.

Kashmir remained a favourite shooting destination for romantic films for over thirty years till the advent of insurgency in the Valley. Since the situation has considerably changed in past two years, the government of Union territory now hopes to revive the old charm of Kashmir in the Bollywood films with this new policy.

The Hindi movies songs like Har chehra yehan chhaand har zarra sitara, yeh wadiye Kashmir hai Jannat ka nazaraa from Abroo, Kaashmir ki kali hoon mein mujh sey na rootho babuji… from Junglee or Laakhoon hein nigahoon mein, Zindagi ki raah mein sanam haseen jawan, from Phir Wohi Dil Layan Hoon, had immortalized the natural beauty of the Valley and left an indelible mark on the Bollywood music lovers.

It is in this backdrop that the J&K Government eyes upon reviving tourism, Kashmir’s the backbone of the economy, after a slump during the past three decades.  Though the successive governments have made several efforts to revive the economy through tourism in Kashmir, the new effort seems to be unique in J&K post the abrogation of Article 370.

“We are working towards developing state-of-the-art resources through public and private investment. The golden era of Kashmir would once again be brought back to the silver screen through the New Film Policy that is going to be released soon,” he added

Speaking at a conference Lt Governor Manoj Sinha said as part of the revival of tourism, the government seeks to bring back the golden film era in the state.

“Our aim is to bring back the golden era on the silver screen. New destinations are being explored and efforts are afoot to put in place better infrastructure. Kashmir witnessed the highestnumber of tourist arrivals since December 2020, night flights operating from Srinagar, while now direct flightare operating from Srinagar to Bengaluru,” he said.

Betaab Valley in Pahalgam, South Kashmir

Ayash Arif, a well-known TV artist, said the new film policy is a good idea provided it is for the development of regional cinema and to givingthe local film the status of the industry.

“That would help the young and budding filmmakers in J&K,” he said. The policy should also enable the filmmakers from J&K to promote local culture and languages.

“Every State encourages regional cinema, give subsidies to filmmakers for this purpose. Let us hope the new policy has this aspect included,” Arif said.

Several attempts were made to revive Kashmir tourism by attracting Bollywood shooting in the picturesque valley beginning with the shooting of Rattan Irani’s “Meray Apney in 1999. The film was not completed. Even during the days of terrorism some of the movies like Kashmir Mission and the recent Shikara by Vidhu Vinod Chopra; Lamha and Tahaan.

However, the cinema halls in Srinagarand other major towns of the valley continue to be closed since the eruption of militancy.

In Srinagar Broadway Cinema that was burnt down by mobs has since been reconstructed and was reopened in 1998. However, it closed down after some time. Regal Cinema located on the posh Residency Road was closed after terrorists attacked it in 1999.