NZ in lead role in Bollywood film Players

The latest Bollywood movie Players premiered internationally on 6 January 2012 and puts New Zealand squarely in front of movie goers.

A remake of the classic 'The Italian Job', the Bollywood version was filmed in Wellington and Auckland in early 2011. It features popular Bollywood stars Abhishek Bachchan, Sonam Kapoor and Bipasha Basu and is the first film to be shot in New Zealand by well-known director brothers Abbas - Mustan.

The plot involves the characters travelling around New Zealand to rescue a friend. The cities play a starring role in the film, along with other New Zealand scenery and some Māori language.

The movie's release also coincides with a Tourism New Zealand marketing campaign in India, titled "Go play in New Zealand" which aims to support the conversion of the movie's popularity into travel here.

Tourism New Zealand General Manager Asia Markets Mark Frood says New Zealand features prominently in the film.

"Bollywood films are a particular genre massively popular in India and estimates are that Players will reach millions of people following its release, allowing New Zealand to once again showcase its attractions and appeal as a 'must visit' destination on the big screen to a large audience.

New Zealand receives around 30,000 visitor arrivals annually from India. The launch of the film gives Tourism New Zealand a unique opportunity to leverage off the excitement it generates by creating a compelling New Zealand 100% Pure marketing campaign enticing Indians to visit New Zealand during the upcoming Indian summer.

'Go Play in New Zealand' supports the film's launch in India and includes online activity and travel deals on its website newzealand.com," he said.