Dunedin: New Zealand City Pitches Itself as Hollywood Film Location

Dunedin, New Zealand, is making a concerted push to become a more prominent destination for film and television production, leveraging its diverse landscapes and a newly released showreel featuring local comedian James Mustapic. The initiative, spearheaded by Enterprise Dunedin and Film Dunedin, aims to attract location scouts and filmmakers seeking a versatile and cost-effective alternative to more established filming hubs.

The showreel, launched earlier this week, showcases Dunedin’s ability to convincingly portray a wide range of settings – from deserted islands and bustling cityscapes to alien planets and historic estates. Mustapic, a Dunedin native who has found success as a comedian, YouTuber, and television personality, plays a central role, parodying iconic characters and scenes from popular films. “Dunedin and its amazing locations are the lead actors, quite the ensemble, I’m just here in a sort of supporting role really,” Mustapic stated.

This isn’t simply a marketing exercise; it’s a strategic attempt to capitalize on the economic benefits that film production can bring to the region. Stefan Roesch, head of Film Dunedin, emphasized the city’s untapped potential. “You can literally film any genre here, be it sci-fi, zombie… We’ve got lovely sweeping vistas around Middlemarch which could be amazing for fantasy films or for certain sci-fi genres, and it’s all within half an hour to an hour’s drive if you’re based in Dunedin.”

The timing of this push is particularly noteworthy. A recent report commissioned by the New Zealand Film Commission estimates that international tourism expenditure linked to screen industry output reached $2.7 billion. Productions like Netflix’s 2022 release, The Royal Treatment, which was filmed in Dunedin, demonstrate this impact. The film garnered over 42 million viewing hours in its first four days and generated “thousands of bed nights” and significant local employment, with 60-65 percent of the crew comprised of local talent.

Mustapic’s involvement is a key element of the campaign. Beyond his comedic talents, he brings a personal connection to the city and a fresh perspective. His career trajectory, which includes stand-up comedy, television appearances on shows like Seven Sharp and Queer Academy, and a win on Celebrity Treasure Island 2023, has raised his profile both domestically and internationally. He first gained attention with a Justin Bieber parody that won a competition in 2012, and later with a Kony 2012 parody on YouTube.

The showreel itself cost approximately $20,000 to produce, with roughly half of the budget covered by income generated from location permitting fees. This demonstrates a sustainable approach to promoting the region’s film industry. The initiative isn’t about transforming Dunedin into a Hollywood clone, but rather about highlighting its unique assets and attracting productions that align with its character.

Dunedin Mayor Sophie Barker expressed enthusiasm for the project, noting the positive response from city councillors. “It was just such fun and I think the wonderful thing was how much it showcased Dunedin,” she said. Barker highlighted the city’s diverse landscapes and its ability to cater to a variety of filming needs, even playfully suggesting that Hereweka/Harbour Cone could stand in for Mount Vesuvius on screen.

Dunedin already boasts a track record of attracting significant productions, including portions of X-Men Origins: Wolverine, The Power of the Dog, The Hobbit, and Uproar. Though, Film Dunedin believes the city remains underutilized. The new showreel represents a proactive effort to change that perception and position Dunedin as a compelling and versatile filming location for projects of all scales.

The success of this initiative will likely depend on a combination of factors, including continued investment in infrastructure, streamlined permitting processes, and ongoing marketing efforts. However, with its stunning scenery, skilled local workforce, and a charismatic advocate in James Mustapic, Dunedin appears well-positioned to capture a larger share of the growing film and television production market.