Creating the Image of Croatia as an Attractive Filming Location

Nacionalni identitet i imidž najvažnije su sastavnice ideje brendiranja države. Za države koje ne raspolažu velikom količinom tvrde moći, uporaba meke moći predstavlja važan alat u širenju njihovog utjecaja te povećanju svoje konkurentnosti na međunarodnoj skali, ali i privlačenju kapitala i investicija od kojeg države tj. njihovi građani imaju direktne koristi. Film, kao sredstvo kulturne promocije i industrija koja ima globalni utjecaj te velike komercijalne prihode, jedan je od utjecajniji i profitabilnijih oblika djelovanja kroz meku moć. Cilj ovog rada je proučiti glavne segmente koji utječu na razvoj imidža Hrvatske kao atraktivne filmske lokacije kroz dosadašnja postignuća i ograničenja, ali i identificirati potencijale na koje valja usmjeriti pozornost u budućnosti. Kroz SWOT analize temeljene na teorijskom pristupu i empirijskom istraživanju s pripadnicima struke identificirane su postojeće snage i potencijali, temeljeni na bogatoj geografskoj i arhitektonskoj raznolikosti te dugoj povijesti raznih segmenata filma i filmske industrije u Hrvatskoj, kao što su brojne produkcije i filmski festivali, ali i uključenost države u razvoj filmske industrije. Uz razvijene pozitivne segmente, identificirani su i neki negativni, kao što su zastarjeli imidž i nedovoljna ulaganja u određenim područjima, prije svega infrastrukturnim. Za daljnji razvoj imidža Hrvatske kao atraktivne filmske lokacije nužno je da svi dionici tih procesa zajedničkim snagama i djelovanjem kroz uspostavu konkurentnog identiteta nastave razvijati pozitivne segmente te da realno i pravovremeno pristupe rješavanju mana i slabosti.National identity and image are crucial parts of the nation branding idea. For nations without a significant amount of hard power at their disposal, the usage of soft power presents a valuable tool in spreading influence and increasing their competitiveness on the global scale. Means of soft power are as equally powerful when it comes to attracting capital and investments, which benefits the country as well as its citizens. The film, a medium of cultural promotion and an industry that holds global influence and huge commercial revenue, is one of the most influential and profitable forms of soft power. This paper aims to study the main segments that are influencing the development of the image of Croatia as an attractive filming location, through its achievements and limitations up to date, as well as to identify potentials which should be improved in the future. Through SWOT analysis based on the theoretical and empirical research conducted in collaboration with affiliates and members of the film industry, Croatia's strengths and potentials were identified. Some of its upsides are natural beauties and architectural diversity, a long history of movie production, film festivals, and state involvement in the development of the film industry. Along with already developed positive segments, some negative sides were also identified, such as outdated image and insufficient investment in particular areas, mainly infrastructural. In other words, for Croatia to start being perceived as an attractive filming location all constituentsinvolved in the process must work together, and through the establishment of competitive identity, they must continue the development of positive segments, as well as approach the solving of the weaknesses and flawsin a realistic and timely manner with joint action