The recent announcement of UK Prime Minister Keir Starmer’s visit to Yash Raj Studios and the subsequent deal for YRF to produce three major films in the UK from 2026 is far more than just a headline. It’s a seismic tremor in the global entertainment landscape, a powerful signal that the world is waking up to the multifaceted value of Indian cinema – a value we, in India, often seem to undervalue ourselves.

For years, the discourse around Bollywood and regional film industries has been plagued by a curious apathy, sometimes even disdain. Driven by fleeting fads and superficial judgments, we’ve often overlooked the profound contributions our movies make, both culturally and economically. But when the Prime Minister of one of the world’s most economically significant nations makes a special visit to an Indian film studio, it’s time for a serious recalibration of our perspective.

The Unseen Hand of Soft Power: The Switzerland Effect

Let’s start with ‘soft power’ – the ability to influence through cultural attraction rather than coercion. Indian cinema, particularly Bollywood, has been an unparalleled ambassador for India for decades. Think of the iconic images of Yash Chopra’s films, where protagonists romanced amidst the pristine Alps and charming villages of Switzerland. Those aren’t just beautiful cinematic moments; they were a direct catalyst for tourism.

Millions of dollars in revenue poured into the Swiss economy as Indian tourists, inspired by the silver screen, flocked to experience the romance and beauty they saw depicted. Switzerland became synonymous with Indian dreams, all thanks to the vision of a filmmaker and the global reach of Indian movies. This is soft power in action – creating a desirable image of a country, fostering cultural ties, and generating tangible economic benefits, all without a single diplomatic negotiation. While we were enjoying the stories, our films were quietly building bridges and economies abroad.

Beyond the Glamour: The Hard Power of Job Creation

The YRF-UK deal pushes us firmly into the realm of ‘hard power.’ When Yash Raj Films commits to making three films in the UK, generating 3,000 jobs and boosting the British economy by millions of pounds, we’re no longer just talking about cultural influence. We’re talking about direct economic impact, job creation, and strategic partnerships.

This is where the true, often-ignored, might of the film industry comes into play. A single film production is a mini-economy unto itself. It’s not just the stars and directors; it’s a vast ecosystem of skilled professionals:

• Technicians: Cinematographers, sound engineers, lighting gaffers, grips, editors, VFX artists.
• Art & Design: Production designers, set builders, costume designers, makeup artists, prop masters.
• Logistics & Support: Production managers, line producers, location scouts, caterers, transport teams, security.
• Post-Production: Colorists, Foley artists, music composers, lyricists, singers, marketing teams.

And this is just the direct employment. Think of the ripple effect: hotels housing cast and crew, local businesses supplying materials, transportation services, and the entire ecosystem of ancillary services. When a major production moves to a location, it injects significant capital and creates a flurry of economic activity. The 3,000 jobs promised in the UK are a testament to this incredible employment generation potential. Imagine if we fully harnessed and appreciated this within India.

Global Recognition and Subsidies: The World Sees What We Overlook

The fact that countries like the UK are actively seeking partnerships with Indian production houses, and even offering incentives, speaks volumes. It’s not uncommon for nations to provide subsidies, tax breaks, and logistical support to attract Indian film productions. Why? Because they understand the economic windfall and the soft power benefits.

Countries recognize that an Indian film shot on their soil not only brings direct investment and jobs but also serves as an extended advertisement to a billion-plus potential tourists. This strategic thinking by other nations highlights a gap in our own appreciation. While they are rolling out the red carpet, sometimes we are still rolling our eyes.

The Chinese Parallel: Leveraging Culture for Strategic Gain

We can draw parallels with how China has strategically leveraged its cultural industries over the last decade. By investing heavily in film, television, and digital content, and by actively promoting it globally, China has aimed to shape narratives and project its image on the international stage. While India’s approach might be different, the underlying principle of using cinematic output as a tool for national interest—both soft and hard—is equally valid and potent for us.

Time for a Recalibration

The YRF-UK deal is a wake-up call. It’s a reminder that our film industry is not just about entertainment; it’s a significant economic engine, a powerful cultural diplomat, and a creator of countless livelihoods. When a global leader validates its importance with a personal visit and a major deal, it’s high time we, as a nation, shed our apathy and start taking our own film industry as seriously as the rest of the world does.

The journey to fully harness this potential might be long, but the first step is always recognition and appreciation. Let’s celebrate our storytellers, our technicians, and the entire ecosystem that builds these dreams on screen, for they are truly turning our movies into a formidable force on the global stage.