The project was officially launched at a media conference at the Radisson Hotel in Cape Town, on Tuesday 19 September 2006.
Produced by Bollywood great Sohail Maklai and distributed by Metro-Adlabs, Cash is the first Bollywood film whose script/story-line is set in Cape Town. This has given the producers and directors the opportunity to showcase the icons, the hot spots and the dramatic scenery that make Cape Town and the Western Cape one of the most popular tourism destination cities in the world.
Maklai explained that following a holiday to Cape Town two years ago, he returned home both impressed by the aesthetic beauty of the city and region and creatively inspired by its friendly people. He knew that he would return one day.
According to Lance Littlefield, South African Tourism's country manager, India. "For Cape Town to feature, almost like a character itself, in a Bollywood production is wonderful for South Africa and its film and tourism industries. The city will benefit enormously from the use of its streets, its landmarks, and its colourful locations. The producers have also agreed to shoot the entire titling sequence as an aerial introduction to the city."
Cash, which is an action packed Oceans Eleven-type drama, will feature a multi-star cast, headed by Ajay Devgan, fresh from the award-winning Omkara - Vishal Bharadwaj's adaptation of Shakespeare's Othello.
Devgan attended the media launch, alongside his co-stars Zayed Khan, Esha Deol, Shamita Shetty and Riteish Deshmukh.
Although a production crew of 65 people has flown in from India, an investment of over R6 million will be injected into the local film making industry through the use of additional local crews, hiring of equipment, travel, accommodation and entertainment. Cash will be released in May 2007 to coincide with the beginning of the main leisure travel and tourism season in India.
"It is greatly encouraging to note that no less than 700 prints of the film will be distributed, which means that Cash and its setting - Cape Town - will be viewed by audiences in no less than 700 cinemas across the globe. This is impressive exposure for Cape Town and the Western Cape, by any standards," says Cape Town Routes Unlimited PR & corporate communications executive manager Linda Chonco.
"We have seen the research that featuring scenes and sights from a city or region in movies has been a great contributor to converting movie goers into travellers to the destination. Kaho Na Pyar Hai, a successful Indian film shot in New Zealand, led to Indian outbound tours and Indians from across the world streaming to destination New Zealand, increasing the travel visit by 500%," she says.
"Indian tourists are highly influenced by the Indian film and entertainment. India produces over 1000 feature films a year - almost double that of Hollywood. With a strong Indian audience growing across the world and the mushrooming of Indian channels and theatres - moving from a mere 40 theatres in 1999 in the USA to 500 theatres in 2005 - Indian travel spend is expected to have a quantum leap in 2006," says Chonco.
