These examples show how “city marketing” is not only a means of revitalizing the movie market, but can also be a mode of people-to-people diplomacy.
Stimulated by these events, major cities in northern, central and southern Taiwan have begun to cooperate closely with film and TV productions. This is a noteworthy development, awaiting only joint public and private action to cultivate the soft power of cultural creativity, to attract more visitors to Taiwan, to market the island and its cities while creating added value in related industries.
The well-known South Korean TV drama “Jewel in the Palace” is not only a smash in terms of viewer ratings, it set off the Korean wave, or “Hallyu,” in Taiwan, Japan, mainland China and even the U.S. and Europe.
One direct result is the great international popularity of Korean shows, but even more benefits have been reaped from peripheral effects, including the galvanization of South Korea’s cultural creative industry and an unending stream of tourists to scene locations from the program.
Taiwan’s “Cape No. 7” replicated the success of “Jewel in the Palace,” reaping box office rewards and attracting crowds of visitors to the film’s locations in Hengchun Township, Pingtung County. Spin-offs from the film even went as far as making Malasun millet liqueur, from Xinyi Township in Nantou County, a bestselling item.
All this goes to show that what is packaged and marketed in a film is far more than the movie itself, confirming Acer Inc. founder Stan Shih’s “smiling curve” paradigm, which points out that the real moneymaker is not the product itself, but the Research and Development, branding and marketing.
When a city or a nation is promoted through film, the effects are much longer lasting than the film itself. Taipei County’s Ruifang Township and Jiufen owe their current popularity with Hong Kong and Japanese tourists to two famous films of some years ago, Hou Hsiao-hsien’s “A City of Sadness” and Wang Tung’s “Hill of No Return.”
Perhaps it is these successful examples which have prompted local governments, and not just the Executive Yuan’s Government Information Office and the Ministry of Transportation and Communications’ Tourism Bureau, to engage in international promotion. Since 2008, for instance, the Taipei City Film Committee has assisted in the production of 176 domestic and foreign films.
In addition to increasing the city’s exposure, during the shooting the film crew’s local spending as well as all the additional technicians and film extras create alternative job opportunities, so while the city is being marketed, employment opportunities are increased, the local economy is invigorated, and the cultural creative industry gets sparked.
Not to let Taipei get away with all the kudos, Kaohsiung City last June established a Filmmaking Assistance Center, providing location exploration, information, meeting, hiring, editing and copying services.
Taichung City and Taipei County have followed suit in actively contributing to filmmaking projects which can help promote their localities. This year Taichung has even budgeted subsidies for films conducive to the marketing of the city.
It is fair to say that as major cities have recognized the value of marketing through cinema, they have been very friendly and encouraging to the film industry, and this is a positive change. Many steps in securing locations and filming require public assistance, as when a street has to be closed off before a scene can be shot.
A brilliant idea, without help from local governments in terms of personnel, logistics and equipment, is not enough to create a good cinematic work.
However, only a few cities are now taking advantage of this process. Other cities and counties may have more limited resources, but if they put their minds to it, through active cooperation and assistance they could get the camera lens to portray their unique local scenery and cultural riches.
At the same time, city marketing does not have to be limited to films. The effects of literary characterizations are even longer lasting, which is why some cities have named authors in residence.
Marketing cities, championing Taiwan, just as firms aggressively promote their products, is now an unavoidable lesson for the government. With a heightened degree of awareness, in the marketing process those in authority have a great opportunity to simultaneously drive the growth of both tourism and the cultural creative industry. (THN)
(This editorial originally appeared in the “Commercial Times” Feb. 26, 2010.)
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