Last year Tom Hooper’s “The Danish Girl” lured more than 180.000 Danes into cinemas and was been nominated for more than 50 international prizes. Eventhough the film no longer is on display at Danish cinemas and international film award nominations has subsided, effects of the film is still noticable.
Especially the film’s branding value for Copenhagen as a traveling destination is ouvious. Large English news media like Huffington Post and The Independent are doing online guides to Copenhagen in the footsteps of “The Danish Girl”. On both news platforms you find words of praise about the Danish capital’s cobbled streets around Nyhavn Canal, Nyboder (the former naval barracks) and the Royal Theatre.
The Independent’s journalist Jacob Stolworthy, writes among other things: “Walking the streets of Copenhagen is one thing; walking the streets of Copenhagen having seen The Danish Girl is another. ” A statement that is accompanied by a warm recommendation to visit the city.
Ad value of € 470,640
The financial incentive for Copenhagen Film Fund to invest € 806.810 in the film was evident when the US production company Universal Studios promised a spend of € 1,882,555 during the Danish shoot in Spring 2015. Now it is positive to see that the investment generates a branding value as well that draws great international attention to Copenhagen and encourages people to travel here.
A result from Visit Denmark’s press survey shows that the film has exposed Copenhagen on various platforms over 17 million times and had an ad value equivalent to € 470,640 – helped along by their own thorough press coverage of the Danish premiere.
Tom Hooper’s interpretation of the story of the artist couple Lili Elbe / Einar Wegener and Gerda Wegener is more than just a tale of love and willpower. It is also a portrait of Copenhagen and the city’s architecture – a kind of cinematic travel guide.