A fifth variable in the planning process is the success of a film—this will have influence on the amount of tourism that is induced by the film. Depending on whether it is a small scale, independent film or an internationally acclaimed
commercial film, the audience might consist of a very small niche of movie-goers or a mass audience. No matter the size of the audience, only a percentage will turn into film tourists (be that serendipitous, general or specific).