IFFJK to revive Valley’s film legacy, build global festival brand
Must move beyond scenic beauty to become filmmaker-friendly
Srinagar, Jul 24: Chief Minister Omar Abdullah on Friday said Jammu and Kashmir is entering a new phase in its relationship with the film industry, asserting that the government is committed to making the Union Territory an easier, more affordable and professionally equipped destination for filmmakers.
He expressed hope that the International Film Festival of Jammu and Kashmir (IFFJK) will grow into a globally recognised platform.
Launching the logo of the 1st International Film Festival of Jammu and Kashmir (IFFJK) 2026 at the Royal Springs Golf Course here, Omar, per the news agency—Kashmir News Observer (KNO), said Kashmir once occupied a special place in Indian cinema and the government’s effort is to restore that legacy.
“There was a time when filmmaking in Bollywood and Kashmir was synonymous. No film was considered complete unless it had at least one sequence shot in the Valley. Even if an entire film wasn’t shot here, at least one song was,” he said.
He said decades of turmoil disrupted that historic bond between Kashmir and the film industry, forcing filmmakers to look elsewhere.
“Our loss became many other countries’ gain. I don’t think too many people would have bothered filming in Switzerland had Kashmir remained open for business,” CM Omar said.
Referring to filmmaker Muzaffar Ali’s long-delayed film ‘Zooni’, the Chief Minister said he was delighted to learn that Ali’s son had completed the unfinished project.
“If what he has done is even a patch on what his father had started, I have no doubt it will present Kashmir in a way it hasn’t been presented in the last four decades,” he said, recalling that the original film featured late actor Vinod Khanna and actor Dimple Kapadia.
Omar said showcasing the completed film during the inaugural festival would give the event a unique identity while reconnecting audiences with Kashmir’s cinematic heritage.
Calling the film festival a major step towards rebuilding ties with the film fraternity, the Chief Minister said the initiative is aimed at restoring the long-standing relationship between Jammu and Kashmir and the Indian film industry.
“The idea behind this film festival is to rebuild that bond which existed between this part of the country and the film industry. I believe we are again at the cusp of restarting that relationship,” he said.
He, stressed that natural beauty alone is no longer enough to attract filmmakers in today’s competitive environment.
“We have to offer much more than breathtaking landscapes. We need to make it easier for filmmakers to come here, cheaper for them to shoot here and ensure that trained local youngsters are available to support every aspect of filmmaking,” Omar said.
He said the government has already initiated efforts in that direction and expressed confidence that the festival, scheduled for September, would strengthen those initiatives.
Describing IFFJK as the beginning of a long journey, Omar said the government’s vision is to develop it into a respected international film festival.
“This is the first edition, but certainly not the last. Film festivals develop their own identity and become global brands. We want filmmakers from across the world to look forward to participating in Kashmir,” he said.
He said future editions would also include chapters in Jammu, with the long-term goal of competing with the country’s leading film festivals and eventually earning international recognition. “The intention is there, the history is there and the relationship is there. It only needs to be taken forward in a new light,” he added.
The Chief Minister also revealed that uncertainty over the proposed closure of Srinagar Airport during the festival period had briefly threatened the event’s planning.
“We were worried because we couldn’t expect busy filmmakers and actors to remain stranded in Srinagar for two extra days if the airport was closed. Thankfully, the Government of India decided not to go ahead with the closure. That was a huge relief for us,” he said.
Expressing confidence that the remaining preparations would proceed smoothly, Omar thanked filmmakers Muzaffar Ali, Imtiaz Ali and Sajid Ali for supporting the initiative.
“It is not just your words but your work that has shown your friendship with Jammu and Kashmir. Your association with this festival gives us tremendous encouragement and confidence,” he said, while inviting the film fraternity to return to Kashmir for the inaugural festival in September.
CURTAIN RAISER CEREMONY HISTORIC OCCASION: CHIEF SECY
Addressing the gathering, Chief Secretary, Atal Dulloo said that this curtain raiser ceremony is a historic occasion which reminds the great partnership of J&K with Bollywood. He added that this platform is a great occasion to establish the bond with Bollywood.
The Chief Secretary also said that J&K has a goldmine of talent and potential and we need to give platform like this to our budding filmmakers to showcase their talent.
Padma Shri awardee and noted film maker, Muzaffar Ali, while speaking on the occasion highlighted that Kashmir has special place in the Bollywood from the very beginning. He also remembered his association with the Kashmir while shooting for various remarkable films here.
KASHMIRI YOUTH BRIGHTEST: IMTIAZ ALI
In his address, renowned filmmaker and writer Imtiaz Ali said that Kashmiri youth are brightest as far as talent is concerned. He also remembered his association with Kashmir while shooting for various Bollywood blockbusters in the valley.
Earlier, in her welcome address, Director Information, Shreya Singhal said that this curtain raiser ceremony will set the centre stage for homecoming of cinema to Jammu and Kashmir.
The Director Information highlighted that this film festival aims to establish J&K as a prime film shooting destination in the country. She added that till date around 400 entries from over 25 countries in different formats have been received for screening during the festival and the entry for film submissions will close on 30th July, 2026.
During the event, the Chief Minister also unveiled the merchandise of the Film Festival.
Pertinently, the first International Film Festival of Jammu & Kashmir (IFFJK), scheduled to be held from 7th to 10th September 2026, is envisioned as a premier platform celebrating cinema, culture and creativity while showcasing the region’s breathtaking landscapes, artistic heritage and emerging filmmaking ecosystem. The festival is expected to bring together filmmakers, artists, industry leaders and cinema enthusiasts from India and around the world, reaffirming Jammu and Kashmir’s place on the global cinematic map. (KNO)
