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Phu Yen tourism aspires to continue receiving a 'boost' from movies.

In November 2023, the Vietnam Film Promotion and Development Association (VFDA) collaborated with Phu Yen province to launch the Film Crew Attraction Index (PAI), also known as the Production Attraction Index, during the Cinema with Phu Yen event. Phu Yen tourism expects that this initiative will continue to produce a boost similar to the one generated by the film "I see yellow flowers on green grass."

PAI is founded on information provided by locals regarding their current conditions and willingness to host film crews. When scouting filming locations, filmmakers use the data from the PAI Index to select suitable sites. Making a film involves the participation of nearly every profession in society, particularly those in the communities where filming takes place.

The goal of VFDA in establishing PAI is to create a favorable environment for cinematic activities, especially to foster cooperation between localities and film crews, ensuring films are produced in the best possible way. This, in turn, promotes cinema as a driver of tourism, service industries, and local economic development.

International and Vietnamese experiences demonstrate the strong link between tourism growth, local economic development, and the successful release of films shot in particular locations. In Australia, for every $1 invested by the government in filmmaking, $6 is generated from film production and screening activities. In Vietnam, Phu Yen experienced a 27-fold increase in tourist numbers after the release of "I see yellow flowers on green grass."

The film "Ngay Xua Co Mot Tinh," directed by Trinh Dinh Le Minh and adapted from Nguyen Nhat Anh's novel, was primarily filmed in Phu Yen because the PAI Index ranks the province as the location most supportive of film crews. The film is set to be released in theaters at the end of October 2024, with the aim of producing a tourism boost similar to that of "Toi thay hoa vang tren co xanh."

Additionally, the film project "Love in Vietnam," co-produced by India and Vietnam, was unveiled during the 77th Cannes Film Festival in May 2024 and is scheduled to begin production by the end of 2024. This cross-border initiative arose from a meeting between Vietnamese and Indian filmmakers during the Cinema with Phu Yen event organized by VFDA.

PAI allows local governments to tailor their policies and activities to the specific needs and capabilities of their regions. By attracting film crews, the program generates employment opportunities, boosts tourism, and stimulates local economic growth.