Film tourism and after release marketing initiatives a longitudinal case study

The purpose of this paper is to provide an across time perspective on destinations´ ability to enhance movie productions. A longitudinal approach is used: a destination film production history is analyzed through an holistic case study. Different cinematic periods were identified and post-release marketing activities documented and discussed. This study complements existing literature by providing a comprehensive analysis of the long term interplay between movie productions and related marketing initiatives undertaken at destinations. Implications for researchers and marketers are discussed.