Fans of a Korean series on a pilgrimage to Lake Brienz, an Indian film crew in Interlaken, or James Bond tours: Switzerland and its beautiful scenery captivate foreign productions. But the competition is tough, and one must learn how to sell oneself to stay in this lucrative market.
Switzerland and cinema, a lasting love story. For many, it’s first and foremost James Bond with his drive in Furka Pass in “Goldfinger” and his jump off a Ticino dam in “Goldeneye”. But it’s also Marion Cotillard on the shores of Lake Geneva in Steven Soderbergh’s “Contagion” or Juliette Binoche in the Grisons in Olivier Assayas’s “Clouds of Sils Maria”. >> See the list of main films shot in Switzerland on Switzerland Tourism’s website
With spectacular landscapes, snow-capped mountains, bucolic rivers, and romantic localities, Switzerland offers a variety of settings that charm foreign productions. The country is also seen in many Asian films.
A jetty that excites tourists
Recently, a South Korean series achieved global success. Almost all of Asia has seen the famous scene from “Crash Landing on You”, a Netflix series released in 2019, in which two lovers reunite at the edge of Lake Brienz.
Since then, the jetty in the small village of Iseltwald has become famous, and tourists continue to arrive in large numbers. Many Asians wouldn’t miss this stop for the world: “We came here for our honeymoon, and it’s a very special moment for me,” says Son Ye-Jin, a South Korean tourist who shares the same name as the main actress, on Sunday in Mise au point, mentioning that this place has become “very special” in her country. “It’s amazing, I love this series, I really wanted to see this,” adds a woman from the Philippines. >> Watch the 19h30 report in Iseltwald again: The success of a village in the Bernese Oberland, which has become a hit with Korean tourists, angers its residents / 19h30 / 2 min. / May 1, 2023 The small Bernese village is even a victim of its success, to the point that local authorities have decided to charge tourists for access to the jetty to limit the influx. Some residents have also denounced the fact that tourists come to see the place and leave without spending anything.
For others, it’s more of an opportunity. In the village’s restaurant, where South Koreans have just enjoyed a schnitzel, they are pleased to see tourists enjoying a meal before leaving. “It’s very positive for a small village like Iseltwald. The demand is such that there are people who would come to Switzerland just for that, it’s very interesting,” says restaurant owner Joe Wyrsch. >> Read also: A South Korean series shakes up the life of a village on the edge of Lake Brienz
Indian productions with Swiss mountains
Not far from Iseltwald, in Interlaken, an Indian producer has just arrived to scout for locations for a future film. Sharoz Ali Khan is looking for places where the director can film two people skipping stones in the water against a Swiss backdrop with passing trains in the background.
The producer is in search of Switzerland’s beauty and climate. “And above all, Switzerland is a brand for us,” he affirms. This attraction from Bollywood began nearly 30 years ago with Yash Chopra’s film “Dilwale Dulhania Le Jayenge”. This romantic comedy released in 1995 features Interlaken as a backdrop, with great popular success. As Chopra is a star in India, the film quickly attracts many tourists to Switzerland. Cinema can improve a country’s promotion, tourism, economy, and cultural exchanges Sharoz Ali Khan, Indian film producer Indian films featuring Swiss landscapes have since been released. “It’s a great example to show that cinema can improve a country’s promotion, tourism, economy, and cultural exchanges. It’s very important,” comments Sharoz Ali Khan. He adds that there’s a joke in India that when a boy proposes to a girl, she only accepts if her future husband takes her on a honeymoon to Interlaken.
A growing foreign competition
The honeymoon between Switzerland and Asian cinema is no longer as strong as before. While tourists are still there, films are becoming increasingly rare. It must be said that, unlike Switzerland, other countries have implemented very attractive policies to attract foreign productions.
Hungary, Italy, Austria, Norway, Finland, and even France have started to make good offers, offering discounts, free local crews or transportation, and have set up a whole system of reimbursement.
In 2015, some scenes from the James Bond film “Spectre” were supposed to be shot in the Bernese Alps, but the team eventually chose Austria for economic reasons. >> Re-watch the report from the program TTC on this failure to welcome James Bond: James Bond / T.T.C. (Toutes taxes comprises) / 5 min. / May 18, 2015 >> Read also: Switzerland snubbed by the next James Bond film crew The competition is therefore becoming increasingly fierce, and each country is selling itself with discounts, especially during the Cannes Film Festival, the annual cinema extravaganza. They offer cash rebates: for every franc invested in a film, the host country directly reimburses the producers, among other financial advantages.
Almost free films
Tristan Albrecht works for the Valais Film Commission, a recently created body whose role is to support audiovisual productions in the canton. He likens cash rebates to McDonald’s: combinations are offered, and productions make their choice, with reimbursements of up to 500,000 francs. “There are many films, productions that go fishing and film in several countries, but not for artistic reasons,” he adds. They move from one country to another because in one they get something and in another something else, a co-production or partnerships, for example. “Quid pro quo, they end up with almost a free film. Or at least mostly reimbursed.” In Switzerland, we like money, but we put it elsewhere than in cinema Tristan Albrecht, from the Valais Film Commission For its part, the Valais film commission offers reimbursements ranging from 15 to 35%. During its first year of activity, 500,000 francs were redistributed in this way. On its website, it even directly offers shooting locations with glaciers and cabins, among others. It is only recently that we have understood in Switzerland that we need to sell ourselves. For Tristan Albrecht, Switzerland does not have a film industry, and we are only now realizing that cinema is an industry, and therefore an economy. “In Switzerland, we like money, but we put it elsewhere than in cinema. And now, we see that there is an interest.” In his view, there is an awareness in Valais that the economy is not only linked to tourism, but that tourism, economy, and culture can work together. And with the emergence of streaming platforms, there is a lot of money at stake.
Stand out and collaborate to not go under the radar
Switzerland is at a turning point: the country has also enacted a law that requires streaming platforms to invest in the countries where they operate. While the law will only come into effect on January 1st, the movement is already underway.
Thus, in a former hotel in Caux, on the heights of Montreux (VD), the filming of the series “Winter Palace” has begun. The budget for these eight period episodes amounts to several million francs. It must be said that, in addition to the RTS, the giant Netflix has put its hand in its wallet, while a French company will handle distribution abroad.
For director Pierre Monnard, “it’s an opportunity for Switzerland as a filming location, and it’s also an opportunity for Swiss technicians, because we are going to be given greater means to carry out more ambitious projects.” Switzerland can finally qualify in this Champions League of series David Rihs, producer The series producer David Rihs, director of…
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