A Bollywood commercial for Ireland: Filming Ek Tha tiger in Dublin

Abstract

This chapter examines the production of Kabir Khan’s Ek Tha Tiger (2012) in Dublin to demonstrate how the generic trope of spectacular settings, which is typical of Bollywood films, makes Hindi blockbusters particularly effective in advertising film locations as tourist destinations. Tracing the links between the production of the film and the promotion of tourism to Ireland, it is argued that the film was used to construct a “tourist gaze” (Urry in The Tourist Gaze 3.0. Sage, London, 1990) for audiences by deliberately showcasing stunning locations. Drawing on a body of interviews conducted by the author with the film’s producers, representatives of Irish institutions, and members of the audience, the chapter explores how generic elements of Hindi cinema can play a significant role in the context of transnational marketing strategies.