Popeye, the 1980 musical, still yields an estimated €12.2m of free online advertising for Malta, according to new research released by EuroScreen lead partner Film London.
The research shows that hype behind productions like Popeye, Gladiator and Game of Thrones equated to millions in free advertising for Malta.
Malta was one of four European locations analysed as part of the research. In the case of Malta, the three productions scrutinised were Game of Thrones - television series, 2011 (€1.3m), Gladiator - feature film, 2000 (€1.1m), and Popeye - feature film, 1980 (€12.2m).
The study shows how the social media buzz generated by films and television shows can effectively generate millions of euros worth of free online advertising for the locations and destinations they feature on screen.
Adrian Wootton, chief executive of Film London and British Film Commission said: “This research shows that productions don’t just sell cinema tickets and box sets, they also sell the places where they’re made.
The research was commissioned by EuroScreen, an INTERREG IVC-funded initiative which seeks to capitalise on the major economic and cultural opportunities afforded by screen tourism, people visiting a country, city or location which they have seen in feature films or on television.
The research was conducted by social media intelligence agency Human Digital, which analysed almost 35 million comments and interactions across sites including Twitter, Facebook, Reddit and Pinterest. Their research examined activity relating to London (UK), Ystad (Sweden), Apulia (Italy) and Malta.
The research was announced at Seen on Screen: Capitalising on Screen Tourism, a conference marking the end of the three year pan-European partnership through EuroScreen.
Following this announcement, Fondazzjoni Temi Zammit will be organising a final dissemination event on November 28 at 09:30am at Europa House, Valletta.
During this event, the implications from the study will be presented along with proposals for capitalising further from Malta’s film industry.
Those wishing to attend should register by sending an e-mail to euroscreen@live.com .