The Role of Film in the Promotion of Croatia – Reach and Opportunities

This paper analyzes the role of film in promoting countries and nations, and explores ways to use Croatian film in presenting its own identity and image throughout the world. Croatia as a theme is relatively poorly represented in international film productions. Although it has been the filming location of a number of foreign films, the use of these sites for tourism purposes is negligible. Few domestic films have received notable international film awards and significant international attention. On the other hand, Croatia, as a geographically diverse country with a rich natural, cultural and historical heritage, and a rich cinematic tradition, represents an extraordinary potential to become an attractive location, as well as theme to attract major international film productions. The authors provide four strategies that can help Croatia position itself as an attractive European brand through film: Croatia as an attractive film location, placing Croatian topics in large foreign production, enhancing the quality and appeal of Croatian films, and film festivals as a promotional tool. The authors particularly analyze the possibility of promoting Croatia through the popular fantasy genre.