For an average Indian, cinema is far more than a weekend escape. For over a century, films have not merely entertained Indians; they have shaped aspirations, influenced language and fashion, preserved regional identities and projected India’s soft power across the globe. Equally significant is cinema’s economic footprint.
The film industry sustains millions of livelihoods—from writers, actors and technicians to hospitality, tourism and digital media, making it an important pillar of the country’s creative economy.
Around the world, cinema has emerged as one of the most powerful instruments of soft power. Hollywood contributes billions of dollars annually to the American economy. South Korea has successfully leveraged films and dramas to build the global Korean Wave, boosting exports, tourism and international influence.
India, the world’s largest film-producing nation, produces over 2,000 films annually across languages, supporting millions of jobs directly and indirectly.
As India seeks to expand its cultural industries and strengthen its global influence, states are increasingly recognising cinema as a strategic sector rather than a purely artistic pursuit.
It is in this context that the Odisha government’s decision to introduce a new Film Policy, establish a film training institute and modernise Kalinga Studio assumes significance. The initiative is not merely about reviving Odia cinema; it is an opportunity to build a competitive creative ecosystem that can generate employment, attract investment, promote tourism and amplify Odisha’s rich cultural heritage on the national and global stage.
The new policy offers an opportunity to change that narrative. Odisha is not entering uncharted territory. The State Film Policy of 2019 introduced subsidies, single-window clearances and incentives for film cities, multiplexes and productions shot in the state. However, the policy largely focused on attracting outside productions instead of strengthening the indigenous Odia film ecosystem. Consequently, while several external filmmakers benefited, local producers saw little direct support. The policy also failed to significantly increase film production, employment or private investment in the sector.
Aware of these shortcomings, the proposed policy appears to adopt a broader vision. Alongside financial incentives, it promises skill development, institutional support and modern production infrastructure—elements that are essential for building a sustainable film industry rather than merely attracting occasional shoots.
Cinema as an economic multiplier
The film industry creates far more than actors and directors. Every production employs cinematographers, editors, costume designers, makeup artistes, musicians, writers, technicians, drone operators, VFX professionals, hospitality workers, transport providers, local artisans and event managers. A thriving film ecosystem stimulates dozens of allied industries.
The establishment of a dedicated film training institute is therefore perhaps the most significant announcement. The biggest challenge before regional cinema today is not merely funding but the shortage of trained professionals in screenplay writing, cinematography, animation, sound engineering, visual effects, digital production and film marketing. Skilled human capital will determine whether Odisha can compete with emerging film hubs such as Hyderabad, Kochi and Bengaluru.
A tourism campaign money cannot buy
Few sectors promote tourism more effectively than cinema. New Zealand transformed itself into a global tourist destination through The Lord of the Rings. Switzerland continues to benefit from Bollywood’s romance with its landscapes. Kashmir has witnessed renewed tourist interest following recent film productions. Odisha possesses every natural advantage for film tourism.
From the beaches of Puri, Gopalpur and Chandrabhaga to the mangroves of Bhitarkanika, the lagoons of Chilika, the waterfalls of Koraput, the Buddhist heritage of Ratnagiri and Lalitgiri, the tribal landscapes of southern Odisha, the temples of Bhubaneswar and Konark, and the forests of Similipal—the state offers cinematic diversity that few regions can match. Every successful film shot in Odisha becomes a global advertisement for the state.
The proposed policy should therefore integrate seamlessly with Odisha’s tourism strategy by offering incentives for production that prominently showcase the state’s destinations, heritage, cuisine and crafts.
Strengthening Odia identity
Cinema is also about preserving memory. Regional cinema safeguards language, folklore, literature and cultural identity in ways that textbooks cannot.
Odisha has gifted India literary giants, performing arts, classical dance, folk traditions and epics waiting to be adapted for contemporary audiences. Yet many younger Odias consume stories produced elsewhere because local content often lacks the scale and technical quality to compete with. A vibrant Odia film industry can reverse this trend.
Instead of imitating larger industries, Odisha should develop its own storytelling identity rooted in Jagannath culture, maritime history, tribal traditions, freedom movements, contemporary social change and the state’s rich literary heritage.
The state today stands at an inflection point. Having emerged as a national leader in steel, mining, ports, sports infrastructure and tourism, Odisha now has an opportunity to become eastern India’s creative capital as well.
