Kashmir’s first international film festival looks to boost film economy

Kashmir, a longstanding favourite of the Hindi film industry, is set to begin a new chapter in its cinematic journey with the first International Film Festival of Jammu & Kashmir (IFFJK), scheduled to be held in Srinagar from September 7 to 10.

The four-day festival, organised by the Jammu & Kashmir government’s Information and Public Relations Department, is being positioned as more than a showcase of international cinema. The government sees it as a potential catalyst for reviving film tourism, attracting productions to the region, and building a local creative economy around filmmaking.

IFFJK has received more than 1,100 submissions from 92 countries, with over 135 films from more than 40 countries shortlisted. India has the largest representation, with 64 films, followed by France with 13 and Iran with eight.

“The film festival, it is a very well-intentioned effort by the Government of Kashmir to strengthen the natural connection between Bollywood and Kashmir. Bollywood had a strong connection with Kashmir through films that were shot here, but due to some unfortunate circumstances, that activity reduced. Our effort is to promote film tourism again,” said Syed Shahnawaz Bukhari, joint director, Information and Public Relations Department, Kashmir.

Can cinema become a new economic opportunity for J&K?

For the J&K administration, the larger objective is to convert the region’s cinematic appeal into an economic opportunity. The festival will feature masterclasses, industry interactions, and a dedicated ‘Jammu & Kashmir Select’ section focused on local filmmakers and stories from the region.

“The idea is to convert filmmaking into a film economy for J&K,” Bukhari said.

More than 300 delegates are expected to attend the festival, which the government hopes to institutionalise as an annual event. The main venue will be the Sher-i-Kashmir International Convention Centre (SKICC) in Srinagar, with screenings also planned at INOX in Srinagar and venues in Jammu and Gulmarg.

International delegates and line producers will visit Gulmarg to experience the region’s landscapes and assess its potential as a filmmaking destination. Such visits could help the government pitch J&K not merely as a shooting location but as a broader production ecosystem capable of supporting film crews, local talent, tourism, and allied businesses.

The government has announced prize money of ₹96 lakh across nine categories. The Best Film award carries ₹25 lakh, while Best Director and Best Debut Director will receive ₹15 lakh each. Other awards will recognise local cinema, acting, cinematography, sound design, and editing.

The festival’s five-member international jury includes cinematographer and filmmaker Santosh Sivan, sound designer Resul Pookutty, German filmmaker and journalist Dorothee Wenner, Singapore-based film professional Kiko Bang, and filmmaker Himanshu Shekhar Khurana.

Filmmaker Imtiaz Ali, speaking about the festival, described Kashmir as the “jewel in the crown” of the country and said its cinematic potential had “not even scratched the tip of the iceberg.”

or J&K, the test now is whether the festival can translate cinematic interest into sustained economic activity. If successful, IFFJK could help create a pipeline linking productions, local employment, tourism, creative talent, and investment—turning Kashmir’s long association with films into a more formal film economy.