Stefan Roesch, head of Film Dunedin on their award winning marketing campaign

Stefan Roesch has spent years studying the relationship between screen tourism and location. His PhD began with a simple question: why would anyone fly to New Zealand just to look at a grassy hill where Hobbiton used to be? Film Dunedin's latest marketing campaign, a short film shot as an actor's casting tape, with James Mustapic playing someone who very much doesn't get the part, has just won a global tourism marketing award. He joins Culture 101 to talk about what screen productions do for destinations after the cameras stop rolling.