Location, location, location
In photography, as in real estate, the three most important
words are...location, location, location. And ever since Jamaica
was first described by Christopher Columbus as "the fairest isle
I ever did see" the word Jamaica has been synonymous with
romance, tropical passion and beautiful scenery. It is therefore
no surprise that in recent years it has become a highly
desirable location for film and print photography as productions
including fashion shoots, commercials, documentaries, music
videos, feature films and recently reality tv shows, have been
flocking to the island. Three decades ago, the Jamaican
government recognized the benefits of supporting the country's
burgeoning film industry. The math was simple. Film productions
have the ability to make a substantial contribution to the
economic prosperity of a small country. They provide jobs for
the skilled laborers, training and experience for the
lessskilled and generate substantial revenue for many ancillary
businesses ranging from lodging and catering for the
oftensizeable cast and crew to transport services for equipment
and personnel. In addition to this direct revenue, the product
of their work, whether it is scenes from a major motion picture,
a video or a fashion shoot serves to further promote Jamaica as
a vacation destination. The Jamaica Film Commission was
established in the 1980s within Jampro (Jamaica Promotions
Organization) as a one-stopshop to address the requirements of
film producers, simplifying the process and enhancing Jamaica's
attractiveness as a location. The process is straightforward. In
the case of commercial films, scripts must be submitted to the
Film Commissioner, Mrs. Dell Crooks, for approval before
shooting can commence- Jamaica is naturally very protective of
its brand. Local liaisons are then recommended and approved by
the Film Commission. The Commission then assists with clearing
any red-tape related to work permits, licenses, duty exemptions
and access to public buildings and support systems including
helicopters from the Jamaica Defense Force. The success of this
cooperative effort coupled with Jampro's direct role in
promoting "location Jamaica" to the Hollywood studios and
international production houses, has been evident in the large
number of overseas productions using Jamaica as a primary
location. Jamaica offers a great variety of terrain from
white-sand beaches to lush rainforests to waterfalls and
mountain peaks. This allows for geographically disparate scenes
to be shot in a single location saving time and money. Areas of
Jamaica have been shot for Africa, Southeast Asia, the U.S.,
England and, of course, the greater Caribbean. Jamaica has been
a principal location for a number of Hollywood features over the
years including: Twenty Thousand Leagues Under the Sea, Dr. No,
The Harder They Come, Papillon, Live and Let Die, Return to
Treasure Island, Cocktail, Mighty Quinn, Cool Runnings and How
Stella Got Her Groove Back. Taxi drivers and other guides are
generally eager to point out locations from past film shoots, so
just ask. Many major fashion houses and magazines use Jamaica
for their cruise and summer catalogs and editorial spreads
including Brooks Brothers, Teen Vogue, Ann Taylor, Self
Magazine, Glamour UK, and Madame. Recent commercials filmed in
Jamaica include uma, Slimfast, Carnival Cruise Lines, Clairol
and Herbal Essences. In recent years, competition within the
Caribbean has intensified, particularly for Hollywood projects,
with several islands prepared to pay cash incentives for the
privilege of hosting a big-budget production. Just this past
summer Jampro announced that they would be reorienting their
effort towards wooing more tv and commercials business, in
addition to the feature films. These smaller productions have
the ability to provide a steady stream of business for the local
film industry and the strategy has already yielded some recent
successes.
Maxine Walters is a line producer promoting Jamaica as a
location from her U.S.-base. Contact: maxinew@cwjamaica.com. The
Jamaica Film Commission website is located at
www.filmjamaica.com. Contact: (876) 978-7755 or email
dcrooks@cwjamaica.com Location, Location, Location
**for more information visit www.jam-boree.com,
Jamaica's visitor website, the complete source for travel and
tourism information featuring hand-picked deals on vacation
packages, hotels, villas, flights and car rentals**