Srinagar, Sep 07: On Monday, as the four-day IFFJK opened at the SKICC and INOX Srinagar with over 1,100 entries from 80 countries and 135 films shortlisted, the mood outside the venues told a story beyond the screenings. Students, artists, and residents turned up in numbers, many for the first time at an event of this scale — and they had plenty to say.
“This is a very nice opportunity for every person. I am thrilled to be here,” said Nibah Fatima, a student from Srinagar. “Usually, we don’t get relaxation amid studies, so such extra-curricular activities are important,” she added, speaking of her own film being screened at the festival .
Manaal Hussain, another student and theatre artist, described the event as a platform long awaited. “As a theatre person, I feel great to be a part of this. It gives us a platform to express ourselves. We are screening two of our films here today,” she said .
For local artists who have spent years working in the shadows of Bollywood productions that came and went, the festival represents more than just a cultural event.
Rahul Sharma, the Dogri director whose film Geetiyan put Jammu’s cinema on the map in 2014, called the government-led initiative “amazing”. “Cinema has a unique ability to capture hearts and minds, serving as a living document of our culture, resilience and stories. Platforms like ‘Frame by Frame’ offer invaluable perspectives to our community and empower a new generation of local storytellers,” he told Kashmir Convener.
Veteran actor Kusum Tickoo, a familiar face in Kashmiri and Hindi cinema, was emphatic. “This is a historic moment for our region,” she said. “As an actor, I believe this festival will be a game-changer for aspiring actors, producers, and directors from Jammu and Kashmir, allowing them to rub shoulders with international counterparts and learn from their experiences” .
Pankaj Khajuria, a local artist who has worked in films and serials, pointed to the larger picture. “Jammu and Kashmir has always been a preferred and first destination for filmmakers. This festival will give a boost to Indian cinema and provide plenty of opportunities to local talent,” he said, adding that it could also boost tourism in the region .
Actor Shafi Qureshi, welcoming the festival, stressed that this was the first time the government had taken the lead. “Good people should come here. People who are familiar with films. Whether they are directors or producers. And good films should be shown. So that the filmmakers of Kashmir can learn from them,” he told Kashmir Convener.
But he also had a pointed message the festival alone won’t be enough. “There is a lot of talent here in Kashmir. If good production houses come here, if there are shootings here, if they start getting work here, they will get exposure here,” Qureshi said. “If there is a film festival, especially if they come here to shoot, then the taxi driver, hotels, everyone will get work. That is what is needed” .
Actor and artist Shabbir Ahmed echoed that sentiment, describing the festival as an “open invitation” to filmmakers to return to the Valley. “If production teams come from outside, they essentially only need to bring their scripts; everything else they require can be found right here,” he said .
Bindiya Tikku, a local artist, said the festival was showcasing diverse cinema — regional, Kashmiri, and international — and helping bridge a disconnect between Kashmir and the global film industry .
Bollywood actor Fatima Sana Shaikh, who hosted the event, said her mother is from Kashmir and being there felt like home. “Sometimes we forget what it feels like to come home. The moment I stepped foot here, childhood memories came rushing back,” she said .
But it was her message to the youth that struck a chord. “I think it is very important here. Any cultural event like this gives a lot of encouragement to youth that people are coming from outside. There is a platform here and so much respect is being given,” she said.
Shaikh also spoke of why regional cinema matters. “The stories we usually see set in Kashmir are told from an outsider’s perspective. Regional cinema captures the local intricacies. For a layperson who isn’t from that world, that city, or that state, viewing that world through the lens of a local is extraordinarily important,” she said. “We are not just the news that is shown. We are so much more than that” .
Vidhu Vinod Chopra, who called his presence at the festival a “homecoming”, urged young Kashmiris not to underestimate themselves. “I want to tell Kashmir: don’t let yourself down. I see such talent here. My request is, show the world what you can do,” he said, recalling his own journey from Amira Kadal to the film industry .
For now, as the screenings continue and the cultural programs light up Srinagar, the festival has already done what few events have in recent years — it has given locals a reason to speak, and a stage to be heard.
The story doesn’t end here—it begins with music, dance, and cultural events. The atmosphere was so vibrant that people from across Kashmir turned up in long queues to listen to the artists, including local stars Jan Nisar and Pooja Pandith, among others.
“This is something real—it not only gives good vibes but also offers hope for a livelihood to local artists, helping them reconnect with their old ties to Bollywood,” said Fayaz, who traveled from Baramulla to witness the opening day show at SKICC.
He added that it is also the responsibility of locals to make this initiative a big success. “The government has done its part; now it is up to us to encourage and boost this effort—for the sake of our children and their brighter future.”
The story doesn’t end here—it begins with music, dance, and cultural events. The atmosphere was so vibrant that people from across Kashmir turned up in long queues to listen to the artists, including local stars Jan Nisar and Pooja Pandith, among others.
“This is something real—it not only gives good vibes but also offers hope for a livelihood to local artists, helping them reconnect with their old ties to Bollywood,” said Fayaz, who traveled from Baramulla to witness the opening day show at SKICC.
“We have waited too long for this kind of platform. Today feels like a new beginning,” he added.
“This is more than just a performance—it’s a homecoming for our culture,” Fayaz remarked, his voice filled with emotion.
He further emphasized, “The government has done its part; now it is up to us to encourage and boost this effort—for the sake of our children and their brighter future. If we don’t support it, who will?”
“We need to own this movement. Our kids should grow up seeing art as a viable career, not just a pastime,” he added.
From Chief Minister Omar Abdullah to Chief Secretary Atul Dulloo, along with senior officials from various civil departments, were present on the occasion, underscoring the administration’s commitment to reviving Kashmir’s cultural landscape.
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