Another aspect here is what Beeton refers to as run-away production (2005), where films
are filmed in one location but depict another destination. The most prominent example
here is Braveheart which has contributed to an increase of tourism in Scotland, but has
primarily been filmed in Ireland. Again, for the purpose of sustainable tourism planning
that includes all stakeholders, the collaboration between DMOs and the film industry is
further made problematic by the geographical distance, and the measurement of impacts
of that type of filming is even more difficult to measure for the basis of tourism planning
and development. Nevertheless, VisitBritain has exploited opportunities with regard to
Master and Commander—none of the film has been shot in Britain, yet is has been
used to promote Britain’s naval heritage (Evans, 2004).