On any given day, several Bollywood films are shot in Britain. The importance of the overseas market has grown exponentially in recent years, with several films raking in as much as 50 per cent of their profits from the British and US markets alone.
Diaspora themes strumming the heart strings of millions of Indians living abroad are woven into films that go on to become blockbusters, such as Dilwale Dulhaniya Le Jayenge (1995) and Kabhi Khushi Kabhi Ghum (2001).
The sector has grown so much in recent years that Britain's tourism officials have come up with a 'Bollywood map' of Britain, depicting the locations where prominent Indian films were shot.
"Set-jetting is a great way of marketing a destination and Britain's popularity as a location for many of the biggest films has helped VisitBritain to lead the way in capitalizing on this 'screen magic'," Tom Wright, chief executive of VisitBritain, the national tourism agency, said.
The agency now even has a dedicated office in Mumbai.
Wright stressed that if the right film is chosen, it acts as free advertising for a destination, location or attraction; shown to millions of people around the world and whenever they watch the DVD.
"Showcasing destinations through film helps maintain the enduring popularity of our beautiful landscapes and countryside, centuries of history, iconic characters, actors and actresses and literary greats," he added.
