For the report ‘Quantifying Location Placement Value’, social media intelligence agency Human Digital analysed almost 35million comments and interactions across sites including Twitter, Facebook, Reddit and Pinterest and found a clear correlation between mentions of place and the high profile films or television shows that filmed there.
The research focussed on four European locations – London, Ystad, Apulia (Italy) and Malta – and a selection of the films and television shows filmed there.
Commenting on the insights, Wootton explains that Human Digital looked “at a range of projects – from indies through to global blockbusters and television series”, but across all of these variables “the results show productions get people talking about the destinations and locations they feature”.
The research concluded that all of the likes, mentions, tweets and retweets amounted to paid-for advertising for these locations, with values ranging from thousands to millions of pounds. “Quite simply, this is free advertising” says Wootton, concluding that it: “emphasises the power of screen productions as a tourism driver.
Fondazzjoni Temi Zammit will be organising a final dissemination event on Friday 28th November at 09:30 am at Europa House, Valletta. During this event, the implications from this study will be presented along with proposals for capitalising further from our bolstering film industry. Individuals wishing to attend should register their interest by sending an e-mail to firstname.lastname@example.org
Direct Link to Report