Fashion shoots turning into new niche sector in filming

Malta's film servicing industry is tapping a new niche sector, attracting high-end fashion photo shoots for top, international, glossy magazines.

In the space of two weeks last month, locations around Malta formed the backdrop to three big fashion photo shoots: for US Teen Vogue, (an off-shoot of the fashion bible, Vogue), which enjoys a large circulation in the US; an advertising campaign for top French designer label Paul & Joe for which Malta doubled as 1960s Italy and a shoot for British Vogue, with leading fashion photographer Karen Collins.

US Teen Vogue's fashion story evolved in Valletta, the Three Cities and other locations, while that of British Vogue was shot at the Sliema lidos and in a private palazzo. The Paul & Joe campaign should appear in top fashion glossies and in Paul & Joe boutiques in major cities.

It was the first time Malta featured in magazines of that calibre, forming the setting for their photo shoots, said the Malta Film Commission, which assisted in the organisation.

The photo shoots marked a new area, which could fill in the gaps between films, the MFC said, adding that they targeted and reached new audiences and that Malta was chosen because "they liked the look". Involving around three to four days of work and lots of preparation, they required many of the same services used by films and commercials.

Meanwhile, a UK TV film, She's Gone, which was headed for Turkey, was redirected to Malta at the eleventh hour due to the bombing of British targets in Istanbul on November 20.

Filming in Turkey was due to start the day after the terrorist attacks and a quick change of plan was required, despite the fact that equipment had already been sent over.

The film commission received a call just two hours after the strikes in Istanbul.

The commission was instrumental in facilitating the major complex logistical operation of diverting an entire £1.6 million production from one country to another in just two days.

The 100-minute mini-series, produced by UK-based Size 9 Productions, shot in Malta for two weeks, wrapping up last Friday. It employed 25 Maltese and about 300 extras.

Various locations around the island were used, including Valletta streets, Sliema and Mdina, which doubled as modern-day Istanbul. Lower Fort St Elmo once again took on the role of Turkey - after the film Midnight Express in 1978.

Film commissioner Oliver Mallia said the production was "very content" with what it achieved in Malta and, although at the beginning the intention was to go back to Turkey for some establishing shots, they soon changed their minds.

"The experience confirms that local crew and suppliers, as well as government flexibility, are capable of catering for the needs of film-makers, even in particularly tight and trying circumstances. It is proof that anything can be achieved.

"Basically, it was a case of four weeks of pre-production compressed into four days," Mr Mallia said.

The TV drama, starring popular actor Ray Winstone (Sexy Beast, Cold Mountain), tells the story of a father who flies to Turkey in search of his missing 18-year-old daughter. Set at the frontier, it is a psychological thriller about everyone's worst nightmare.

She's Gone was also filmed at Ealing Studios and on location in the UK. It is being aired on ITV in the UK next spring.