Srinagar, Sep 03: As Jammu and Kashmir prepares to host its first-ever International Film Festival in 2026, the government is looking beyond the glitz and glamour of cinema screenings to build what it calls a “film economy” — one that gives local talent global exposure, attracts international productions, and positions the Union Territory as a serious player in the world of filmmaking.
Speaking to Kashmir Convener, Director Information and Public Relations Shreya Singhal detailed the vision behind the four-day festival, scheduled from September 7 to 10 at SKICC in Gulmarg and Jammu. The event, she said, is not a one-off affair but is intended to become an annual fixture on J&K’s cultural calendar.
“The idea is to convert filmmaking into a film economy for J&K,” Singhal said, underlining the government’s intent to create a self-sustaining ecosystem that supports filmmakers, technicians, and artists from the region.
With over 130 films from more than 40 countries set to be screened and over 300 international delegates expected to attend, the festival promises to be a significant cultural event. But what sets it apart is the “J&K Select” category — a dedicated section designed to showcase the work of local filmmakers, producers, and artists.
“Definitely, the major aim of this festival is that our local talent gets exposure on the international platform and our internationally acclaimed artists and filmmakers also get to know how much talent we have here,” Singhal said.
She pointed to J&K’s long-standing association with Bollywood and other film industries as a foundation to build upon, adding that the festival would serve as a bridge between the region’s rich cinematic legacy and its future aspirations.
The festival will feature more than just film screenings. Masterclasses, panel discussions, and interactive sessions with industry experts are expected to form a significant part of the programming. Singhal stressed that the focus would extend beyond actors to the technical aspects of filmmaking — cinematography, editing, sound design, and production — in a bid to inspire and educate young aspirants.
“Filmmaking is a very intensive process. When we see the audience, we only see the cast — the actors, actresses — but behind that there is a whole technical team working day and night. That is why the main focus of our masterclasses is on the technical aspects of filmmaking,” she said.
She added that brand partners would showcase the latest equipment and gadgets at the venue, giving attendees hands-on exposure to industry-standard technology.
Director Singhal extended a special invitation to students, particularly those from mass communication programmes and universities, urging them to attend the festival as a unique learning opportunity.
“Please come, be a part of the festival. You can understand it as a four-day knowledge-sharing platform, an entertainment platform in which I am sure every person who comes there is going to have their own takeaways,” she said.
She also reached out to filmmakers and production houses, positioning J&K as a welcoming destination for shoots. “Our idea and expectation after this festival is that we give a very facilitative platform to all the filmmakers — that you are very welcome to come here, we have a lot of talent here, both in terms of cast and technical quality of the workforce,” she said.
Director information Singhal acknowledged that the festival is also about shifting mindsets — encouraging young people in J&K to see cinema as a viable and serious career option rather than just a spectator activity.
“I am very sure that it will not only give a momentum but also a sense of awareness to our young audiences to take cinema as a main profession, to consider it seriously, and also to view it in a very new perspective,” she said.
The festival is being organised by the Department of Information and Public Relations in collaboration with the National Film Development Corporation (NFDC). With its mix of global participation, technical workshops, and a dedicated platform for local talent, officials are hopeful that the event will mark a turning point for J&K’s creative economy — one that goes beyond tourism and into the realm of cultural and economic regeneration.
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