India “luvs” Queenstown


A Bollywood film shot in Queenstown has become an instant box office hit. 

I Hate Luv Storys
, starring Bollywood beauty Sonam Kapoor and heart-throb Imran Khan (right), premiered around the world last Friday. In India it became the 12th best-grossing movie on opening day as movie theatres experienced between 80 to 100 per cent capacity. 

Queenstown is plugged as a destination in its own right rather than just being an uncredited backdrop as it normally is when Bollywood comes shooting. 

The movie’s potential audience is 150 million people. 

A week before the premiere, more than 20 million viewers got an indepth look at Queenstown in TV documentaries shot during filming in the resort at the start of the year. Other media coverage included an 18-page photo shoot on Kapoor in Indian fashion magazine L’Officiel. 

Destination Queenstown boss Tony Everitt is excited about the resort’s exposure to a global powerhouse. 

“The Indian market is extremely valuably to Queenstown because our low season coincides with their high season,” he says. 

Tourism NZ played a major role in luring the production to New Zealand.