Srinagar, Sep 07: Chief Minister Omar Abdullah on Monday said the first International Film Festival of Jammu & Kashmir (IFFJK) was not merely a celebration of cinema but a declaration of the government’s intent to revive the region’s long-standing relationship with the film industry and position the region as a global filmmaking destination.
Inaugurating the four-day festival in Srinagar, Omar said filmmakers from more than 40 countries were participating in the festival, which is showcasing over 130 films.
“For generations, poets have called Kashmir Paradise on Earth. But for those of us who live and breathe the magic of moving images, Kashmir has always been something more,” he said at SKICC Srinagar.
The opening day saw a strong musical flavour, with Kashmiri singer Jaan Nissar Lone and singer Rani Hazarika with their live performances. Bollywood singer Palak Muchhal also set the stage later in the evening.
Calling J&K “the world’s most breathtaking natural canvas”, the Chief Minister said the festival marked the beginning of a “new chapter” in the long-standing relationship between Jammu and Kashmir and the silver screen.
“We are declaring to the world that Kashmir is not just a location on a film sheet. It is a creative sanctuary, a home for global storytellers, and a voice that is ready to speak to the world,” Omar said.
Recalling Kashmir’s contribution to Indian cinema, he said the region had provided the backdrop for some of the most iconic moments in film history.
“In the golden era of Indian cinema, to fall in love on screen meant falling in love in Kashmir,” he said, recalling films such as Junglee, Kashmir Ki Kali, Aradhana, Bobby, Silsila, Kabhi Kabhie and Jab Tak Hai Jaan.
Referring to the iconic performance of Shammi Kapoor in Junglee, Abdullah said the actor’s famous “Yahoo!” sequence on the snow-covered slopes had helped define a generation’s idea of joy and freedom.
He recalled Sharmila Tagore’s appearance against the waters of Dal Lake in Kashmir Ki Kali, describing it as an “immortal image of grace”.
The CM said filmmakers such as Yash Chopra had used Kashmir’s changing seasons to create a distinctive visual language, with the greens of spring, golden hues of autumn and white landscapes of winter reflecting different shades of human emotion.
He said cinema in Kashmir had subsequently evolved to portray more nuanced and complex human narratives.
Recalling filmmaker Vidhu Vinod Chopra’s Mission Kashmir, Omar said the film had reminded audiences that movies could once again be shot in Kashmir. “I wasn’t a big fan of watching houseboats and shikaras blowing up, but the story demanded it,” he said.
Omar also praised Vishal Bhardwaj’s Haider, saying the filmmaker brought Shakespeare’s Hamlet to the snowbound valleys while making extensive use of the region’s architecture and winter landscape.
He cited Imtiaz Ali’s Rockstar and Highway, and Kabir Khan’s Bajrangi Bhaijaan, as examples of films that captured different aspects of Kashmir, including its landscapes, human stories, warmth and hospitality.
The Chief Minister said international filmmakers and artists had also long been attracted to Jammu and Kashmir because of its unique geography and natural light.
However, he said cinema in J&K should not be limited to showcasing mountains and landscapes. “To every filmmaker in this room today, I say, when you bring your camera to J&K to create, do not just look for mountains. Seek out our stories, talk to our artisans, listen to our musicians, walk through our city lanes and let the living culture of this land infuse your narratives,” he said.
Omar said Kashmir’s identity was rooted in its culture, traditions and artistic heritage, describing cinema as more than entertainment.
“Cinema is more than landscapes. Cinema is culture, and the true beauty of Jammu and Kashmir lies in its soul, its culture and ethos, built on Kashmiriyat, warmth, hospitality and a rich artistic tradition,” he said.
He said the region had been a land of storytellers long before the arrival of cameras, with its heritage preserved through music, oral traditions, handicrafts and poetry.
“Long before cameras arrived, our heritage was woven through sound, craft and oral tradition. It is in the rhythmic strains of the santoor and rabab echoing across our valleys,” he said.
The Chief Minister urged filmmakers to explore the region’s traditional crafts, music and cultural life while shooting in J&K.
At the same time, Omar said nostalgia alone could not create a sustainable film industry and stressed the need for a modern filmmaking ecosystem.
“As an administration and as a society, we recognise that nostalgia alone cannot build an industry. To welcome the future of filmmaking, we must build a world-class ecosystem, and that is precisely what we are doing,” he said.
Referring to the government’s comprehensive film policy, he said the administration aimed to transform J&K from merely a beautiful filming location into one of the most filmmaker-friendly destinations.
He said a single-window mechanism had been introduced to eliminate bureaucratic delays, while a dedicated online portal would facilitate film permissions, including location and security-related coordination.
“Through our dedicated online portal, film permissions, from locations to security coordination, are granted seamlessly within a stipulated timeframe, supported by dedicated nodal officers at every level,” Omar said.
He said the government was also offering financial incentives to filmmakers choosing J&K as a shooting destination, with support linked to shooting days and local expenditure.
The policy, he said, also encourages filmmakers to employ local artists, technicians and crew members, with additional incentives for productions that feature local talent or highlight the region’s heritage.
“We are building a robust local workforce of cinematographers, line producers, sound engineers and actors, so that when you arrive with the script, you can find everything else right here,” he said.
Omar said the government was also planning investment in modern post-production facilities, equipment banks, film studios and film education institutes to strengthen the sector.
“We are creating cinema not merely as entertainment, but as an official industry—one that generates employment, nurtures young talent and bridges global cultures,” he said.
Calling the first International Film Festival of J&K a “declaration of intent”, the Chief Minister said the event would provide an opportunity for young people in the region to interact with filmmakers, actors and other professionals from across the world.
“Look at the young boys and girls in the audience—passionate, creative, beautiful natives whose eyes are filled with dreams of writing, directing and acting. This festival belongs to them as much as it belongs to our distinguished international guests,” he said.
He urged national and international delegates attending the festival to take the message of J&K’s filmmaking potential back to their fellow filmmakers.
“Tell your fellow filmmakers that Jammu and Kashmir is open, safe, vibrant and eager to welcome your crews,” Omar said.
Addressing local youth, he said the four-day festival should inspire them to pursue their creative ambitions.
“Your stories matter. Your voices matter. The world is listening, and now the world screen is right here in your home,” he said.
Concluding his address, Omar described cinema as a universal language that transcends borders and brings people together.
“Let us celebrate the magic of cinema- the universal language that knows no borders, requires no translation of the heart, and reminds us of our shared humanity,” he said.
