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Abstract
The reported impact of films on tourist visitation is immense. All the same, most cases appear to be the exception, rather than the rule. This paper presents the need of an image strategy to obtain the most sustainable benefits from films. Image strategies require the assessment of a destination's image, and the role that films play to reinforce or enhance the destination's positive attributes. To theorise and exemplify the strategic use of films in a destination image strategy the case of Tourism New Zealand and The Lord of the Rings is used. Implications are that if there is alignment to the actual and market ideal image, then use of the film is indicated. Investment in promoting the alignments will depend on film production investment and potential audience reach. Finally, expectations should not be for an increase in visitors due to a film, instead expectations of enhanced awareness and familiarity with the destination are positive and successful outcomes.