“Kashmir Is Not Just a Location on a Call Sheet, It Is a Creative Sanctuary”: CM Omar at IFFJK
“Kashmir Is Not Just a Location on a Call Sheet, It Is a Creative Sanctuary”: CM Omar at IFFJK
“The World Screen Is Right Here in Your Home”: CM Says First International Film Festival Marks New Chapter in J&K’s Romance With Cinema
Srinagar, Sept 7 : Chief Minister Omar Abdullah on Monday described the inaugural International Film Festival of Jammu & Kashmir (IFFJK) as a new chapter in the long-standing relationship between Jammu & Kashmir and cinema, saying the Valley is not merely a filming location but a “creative sanctuary” and a home for global storytellers.
Addressing the gathering at the inaugural edition of IFFJK 2026 at SKICC Srinagar, as pwr news agency , CM Omar welcomed filmmakers, artists and delegates from across the world and said the festival was a declaration to the world that Jammu & Kashmir was ready to tell its own stories.
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“To stand here today under the majestic shade of the Chinar trees, surrounded by the sentinel peaks of the Himalayas, is to be reminded that some places on earth do not merely boast stories. They are born of them,” Omar said.
Recalling Kashmir’s popular description as “Jannat-e-Firdous”, the Chief Minister said that for people associated with moving images, Kashmir had always represented something more.
“It is the world’s most breathtaking natural canvas, a place where reality itself is lived by the cinematographer’s touch,” he said.
Referring to the participation of filmmakers from more than 40 countries and the screening of over 130 films, Omar said the festival was much more than a cinema event.
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“Today, as we launch this festival, bringing together filmmakers from more than 40 countries and showcasing over 130 extraordinary films, we are not just opening a cinema event. We are opening a new chapter in the long-storied romance between Jammu and Kashmir and the silver screen,” he said.
The Chief Minister said the festival sends a clear message about Kashmir’s potential as a global filmmaking destination.
“We are declaring to the world that Kashmir is not just a location on a call sheet. It is a creative sanctuary, a home for global storytellers, and a voice that is ready to speak to the world,” he said.
Tracing the historical association between Kashmir and Indian cinema, Omar recalled the iconic films and songs that helped shape the popular cinematic image of the Valley.
“In the golden era of Indian cinema, to fall in love on screen meant falling in love in Kashmir,” he said, referring to memorable films including Kashmir Ki Kali, Bobby, Kabhi Kabhie, Jab Tak Hai Jaan and other productions shot in the region.
He said filmmakers over the decades had used Kashmir’s changing seasons, landscapes and cultural settings to create memorable cinematic imagery.
“From the vivid greens of spring, the golden hues of autumn, and the quiet white of winter, Kashmir could mirror the entire spectrum of human emotion,” Omar said.
The Chief Minister also recalled the contribution of contemporary filmmakers who brought Kashmir back into mainstream cinema and explored more nuanced narratives.
Referring to filmmaker Vidhu Vinod Chopra, who is participating in IFFJK, Omar said Chopra demonstrated that films could once again be shot in Kashmir, while filmmakers such as Vishal Bhardwaj, Imtiaz Ali and Kabir Khan had also used the Valley and its people in distinctive ways.
Omar said Kashmir’s appeal for filmmakers extended beyond its mountains and landscapes, stressing that its culture and people were equally important.
“Cinema is more than landscapes. Cinema is culture, and the true beauty of Jammu and Kashmir lies in its soul, its culture and ethos, built on Kashmiriyat, warmth, hospitality, and a rich artistic tradition,” he said.
He said Kashmir had always been a land of storytellers, with its heritage preserved through music, crafts, poetry and oral traditions.
“It is in the rhythmic strains of Santoor and Rabab echoing across our valleys. It is in the soulful melodies of our traditional music and the joyful steps of our folk traditions,” Omar said.
He also highlighted the region’s traditional craftsmanship, including walnut wood carving and weaving, saying these cultural traditions could provide rich material for filmmakers.
Addressing filmmakers attending the festival, the Chief Minister urged them to look beyond the scenic beauty of Kashmir and engage with its people and culture.
“When you bring your camera to J&K to create, do not just look for mountains. Seek out our stories, talk to our artisans, listen to our musicians, walk through our city lanes, and let the living culture of this land infuse your narratives,” he said.
Omar said nostalgia alone could not build a sustainable film industry and stressed the need for a modern, filmmaker-friendly ecosystem in Jammu & Kashmir.
“As an administration and as a society, we recognise that nostalgia alone cannot build an industry. To welcome the future of filmmaking, we must build a world-class ecosystem, and that is precisely what we are doing,” he said.
Referring to the government’s film policy, the Chief Minister said the administration aimed to transform J&K from merely a beautiful filming location into one of the most filmmaker-friendly destinations.
He said a single-window system had been introduced to reduce bureaucratic delays and that a dedicated online portal would facilitate permissions related to filming locations and security coordination.
Omar also highlighted financial incentives for filmmakers, saying the government would support productions based on shooting days and local expenditure.
“We actively support films that hire local artists, technicians and crew members. If your film features local talent or highlights the rich heritage of J&K, additional incentives are provided,” he said.
He said the government was working towards creating a robust local workforce comprising cinematographers, line producers, sound engineers and actors so that filmmakers could find the required talent within the region.
The Chief Minister further said the administration planned to invest in modern post-production facilities, equipment banks, film studios and film education institutes.
“We are creating cinema not merely as entertainment, but as an official industry. One that generates employment, nurtures young talent, and bridges global cultures,” he said.
Calling IFFJK a “declaration of intent”, Omar said the four-day festival would provide young people with opportunities to learn from filmmakers and cinema professionals from around the world.
“This first International Film Festival is not just a celebration of cinema, it is a declaration of intent,” he said.
Turning towards the young people attending the festival, Omar said the event belonged to them as much as it belonged to the distinguished international guests.
“Your stories matter. Your voices matter. The world is listening, and now the world screen is right here in your home,” he said.
The Chief Minister also urged international and national delegates to carry the message of J&K’s openness and potential back to their fellow filmmakers.
“Tell your fellow filmmakers that Jammu & Kashmir is open, safe, vibrant, and eager to welcome your crews,” he said.
Concluding his address, Omar described cinema as a universal language capable of connecting people across borders.
“Let us celebrate the magic of cinema the universal language that knows no borders, requires no translation of the heart, and reminds us of our shared humanity,” he said. (JKNS)