‘Switch’ focuses Dubai: Burj Khalifa, Burj Al Arab, Atlantis are centerpiece

Chinese blockbuster ‘Switch’ marks yet another successful collaboration between international filmmakers and Dubai’s production industry, where public and private entities, locations, and local filmmakers have all pulled together to help shoot a large portion of the film in Dubai.

From iconic landmarks such as Burj Al Arab, Burj Khalifa and Atlantis, The Palm, to rolling sand dunes and the waters of the Arabian Gulf, Switch features the diverse landscapes of Dubai at their best.

Dubai Film and TV Commission (DFTC), Dubai Department of Tourism and Commerce Marketing (DTCM), Emirates airline and Dubai-based production company Filmworks, all helped bring the film to life in Dubai.

Switch, which has become one of China’s largest grossing films of all time,  directed by Jay Sun and produced by China Film Group, received a gala opening here.

In the first half of 2013 alone, DFTC has already facilitated the Dubai-based shoots for several notable productions, including Farah Khan’s and Shah Rukh Khan’s latest collaboration - Happy New Year, other Indian films such as Ramaiya Vastavaiya, Ladies and Gentleman and Mental, episodes of MasterChef Australia, and Arabic TV serials such as Mohal and Ya Malak Kalbi.

Looking back at the year, Dubai’s booming film and TV industry is a true testament to the city’s ability to host a diverse range of productions, from smaller-scale commercials to large-scale, challenging feature-length films.

Gulf Film, one of the region’s leading film distributors, released Switch in cinemas across the Mena region on October 10. The film will be available in 3D, allowing viewers to see Dubai come to life on the big screen.

Jamal Al Sharif, Chairman of Dubai Film & TV Commission, said: “Switch embodies the significance of Dubai’s impressive film industry to China. Dubai’s involvement in Switch began at the Shanghai World Expo 2010, where discussions were held between Dubai’s Department of Tourism and Commerce Marketing (DTCM) and Switch’s film-makers. Three years on and the film has been released - showcasing the beautiful variety of Dubai’s landscapes – coinciding with Dubai’s bid for the World Expo 2020.”

“Ties between Dubai and China are growing across all industries, and the film industry is benefiting from this relationship, too. China has one of the fastest growing film industries in the world, and as the country continues to seek international locations, we’re seeing increased interest from Chinese filmmakers looking to produce their projects in Dubai.”

Dr Ahmad Belhoul, CEO of Strategy and Tourism Sector Development, said: “Switch will no doubt make a significant positive impact in increasing awareness in the China market of Dubai and help achieve our growth plans - the film and television industries have a significant impact on a destination’s external image and we are seeing an emerging global trend for tourists to make travel decisions as a result of exposure to locations featured in popular films or TV show.”

Boutros Boutros, Emirates’ Divisional Senior Vice-President, Corporate Communications, Marketing and Brand said, “Switch showcases the growing ties between Dubai and China, and Emirates' ability to connect countries and cultures. Switch is a film that I am sure will inspire people to travel to Dubai and during that journey, Emirates will entertain them with our tailored on-board service and almost 1,500 channels on ice, our in-flight entertainment system.”

Julie Smythe, Development Manager, Filmworks, said: ““Filmworks provided a full facilitation service for Switch including locations, equipment, logistics and crew.  Every international facilitation shoot of this size comes with its own unique set of challenges, it's never easy. «

The Chinese film industry is currently the third largest in the world by number of feature films produced annually, and became the second-largest in the world in terms of box-office receipts just last year.  As it is rapidly becoming recognised across the globe as a cinematic powerhouse, China is a very important ally for Dubai’s burgeoning film industry.

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