Efforts to get Bollywood back to Kashmir seemed a waste as the latest movie, 'Yeh Jawani Hai Deewani', portrayed the picturesque Gulmarg as Manali.
After the film was released on Friday, chief minister Omar Abdullah criticised the filmmakers on microblogging site Twitter for showing Gulmarg as Manali in the film. "Those of you planning to visit Manali because of what you saw in 'Yeh Jawani Hai Deewani', except for the temple and Span resort, it's all Gulmarg,'' Omar wrote on twitter on Saturday. "Artistic licence," he added.
"It is irritating when we roll out the red carpet and facilitate the shoot only to have people believe it's Manali," Omar tweeted.
The chief minister had last year visited Gulmarg in the dead of winter to meet the crew shooting there.
Speaking to Hindustan Times regarding the tweets Omar said, "I am not hurt or upset. Neither am I being irrational, just trying to protect the interest of my state. Just don't want people flocking to Manali for what is really Gulmarg," he said.
Omar said he had got calls from friends saying people are booking tickets for Manali after watching the film.
The CM also wanted to know whether producer Karan Johar had given any credit at all to the state for shooting scenes of the movie there. "If anyone has seen the movie can you tell me whether they have at least mentioned the state in the credits (opening or closing)," Omar said in another tweet on the subject.
Kashmir had got a record number of tourists in 2012 and many film crews including Yash Chopra's Shahrukh Khan starrer 'Jab tak hain Jaan'.
In order to win Bollywood back, the state government had extended all support including, providing high-level security to both the crew and the cast.
'Yeh Jawani Hai Deewani' had also shot extensively in the Valley during the winter months.
The film, produced by Karan Johar and directed by Ayan Mukherji, was the first to shoot in the valley in 2013.
The film was shot in Gulmarg ski resort where Omar hosted a dinner for the cast and than moved to Pahalgam.
Some productions, however, cancelled their shooting schedules following disruption after hanging of Parliament attack convict Afzal Guru.