A top Bollywood movie starring Indian screen legend Shah Rukh Khan is currently filming at Atlantis, The Palm in Dubai, it has been announced.
Dubai Film and TV Commission (DFTC) said Happy New Year, also starring Deepika Padukone and Abhishek Bachchan, will mostly be shot on The Palm.
Emirates Airline has also played its role in flying the stars and crew to Dubai for the production while the Dubai Department of Tourism and Commerce Marketing (DTCM) has provided extensive logistical support to facilitate the overall shoot, a statement said.
It said Happy New Year is the latest coup in a busy and successful year for Dubai’s burgeoning media production industry.
"The filmmakers’ decision to shoot a significant portion of the film in Dubai confirms the emirate’s growing prominence as a production location favoured by filmmakers around the world and its capacity to accommodate a variety of large international productions," the statement added.
In the first half of 2013 alone, DFTC has already facilitated the Dubai-based shoots for several notable productions, including Indian films Ramaiya Vastavaiya, Ladies and Gentleman and Mental, episodes of MasterChef Australia, and Arabic TV series such as Mohal and Ya Malak Kalbi.
Jamal Al Sharif, chairman of Dubai Film & TV Commission, said: “Happy New Year is a true mark of the success that can be achieved through the collaboration of public and private entities in Dubai.
"In close partnership with Atlantis, The Palm, Emirates and DTCM, we’re delighted to help facilitate the latest venture from Farah Khan and Red Chillies Entertainments, and showcase Dubai as a world-class filming destination."
Speaking during filming in Dubai, Shah Rukh Khan said: “Dubai is a beautiful city. It has a great scenic balance of ancient and modern architecture. It is not just the shopping capital of the Middle East, but is a perfect location for a film shoot.
"I would like to thank Dubai Film and TV Commission, the Dubai Department of Tourism and Commerce Marketing, Atlantis, The Palm and Emirates for being such gracious hosts to us.”
The commission, originally revealed by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, aims to promote Dubai as a leading film and production location.
The emirate's Burj Khalifa was famously used in part of Tom Cruise's latest Mission Impossible blockbuster.
The body is now the sole entity authorised to issue audio and visual media production permits for producers of TV, film and commercials wishing to shoot in Dubai.