Filming activity as a tool for influencing place image

This chapter proposes to investigate filming activity – that is activity of filming audio-visual content on a place – and in particular, the places' intents. Indeed, public authorities through different dedicated organizations (Film Commissions, Film Offices) try to instrumentalize films and series for different purposes, including the one we are interested in: having an impact on the place's image, notably cities. The literature related to place marketing, and especially destination marketing, includes numerous contributions on the potential impact of films and series on place image. However, research on the views and actions of public authorities is almost non-existent; consequently, we raise the question of these authorities' intents regarding filming activity and the projected image. Through a qualitative exploratory study conducted in 21 French places, at different institutional levels, we were able to highlight three major intentions related to place-image management: 1) to create, 2) to modify, and 3) to maintain their current projected image. These strategic intentions are discussed, points of attention are identified, and management recommendations are proposed.