Hollywood puts on a Brave face as Scots lead tourism charge

Wednesday 20 June 2012

IT was the night a famous corner of Los Angeles was transformed into a mythical Scotland.

FILM STARS: Scottish actors Craig Ferguson, Kevin McKidd and Kelly Macdonald were at the premiere of Brave in Los Angeles. Picture: Getty

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Paul Ward

First Minister Alex Salmond joined stars including Kelly Macdonald, Craig Ferguson and Kevin McKidd on a special green carpet laid out for the premiere of Brave, the new Disney/Pixar film.

Officials hope the adventure animation, which is set in the Highlands and follows the journey of Merida, a skilled archer and headstrong daughter of King Fergus and Queen Elinor, will attract extra visitors and boost Scotland's economy by £140 million.

As the stars walked the green carpet at the Dolby Theatre, formerly the Kodak Theatre, they were welcomed by a pipe band, while Brave's executive producer John Lasseter got into the spirit by wearing a kilt made of tartan specially designed for the movie. He told American reporters: "The plaid that it's made of is called a tartan and they all represent different families and this one we created in the movie. It represents Merida's family, the DunBroch family." Brave, which features Pixar's first female leading lady, was the opening event for the Los Angeles Film Festival.Macdonald, who voiced Merida, described her character as "an adventurous tomboy and a happy young woman" but who struggles to take on adult responsibilities.Chat show host Ferguson, who also features in the film, said he was blown away by watching it on the big screen.He said: "The movie, I think, is a beautiful story and it's an amazing thing to look at as well, it's a visual treat."It's quite dark in places and is like a dark fairy story. The press in America are making a big deal about the fact it's a female heroine, but I don't think that's such a big deal. A hero is a hero no matter what their gender is."Scotland's national tourism body VisitScotland has launched its largest-ever global advertising campaign to coincide with the release of the new animation and is spending £7m on the project, which is expected to reach about 80 million people worldwide.Mr Salmond said: "This is a fantastic film, it's great fun and a terrific showcase for Scotland across the world. It features a talented cast – many of them Scots themselves."I know how impressed people are with Scotland after seeing Brave and we have the chance to reap some of the benefits of that after people see this film."VisitScotland's chairman Mike Cantlay said the film, which will be shown in 72 countries across the world, represents a "great opportunity for Scottish tourism".He said: "America's going daft for this movie. The first thing I saw when I flew into Los Angeles was a great big billboard for Brave and we hadn't even landed. I think the really special thing is how the Scottish character is depicted and the acting talent have done such a wonderful job to explore that."The campaign will showcase Scotland through the TV and cinema advert, a new website and marketing in countries such as France and Germany, as well as in the UK.The film will arrive in cinemas across the UK in August, although its European premiere will be held later this month on the closing night of the Edinburgh International Film Festival.

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Hollywood puts on a Brave face as Scots lead tourism charge

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