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Director Ridley Scott's Robin Hood, starring Russell Crowe in the role of the famed outlaw, will open the Cannes Film Festival next Wednesday and, although it will not compete for prizes, the UK's East Midlands hopes to be a big winner on the tourist front.
Crowe has already teamed up with Scott many times, in the box-office smash Gladiator, A Good Year, American Gangster and Body of Lies.
By playing Robin Hood on screen, Crowe follows in the footsteps of Errol Flynn, Sean Connery and Kevin Costner. Cate Blanchett plays his love interest, Maid Marian.
The film is scheduled to open in cinemas in Bahrain at the same time and to celebrate its release in the Middle East, the British national tourism agency, VisitBritain, has developed a website featuring movie trailers and videos of the film's making on location, allowing visitors to follow in the footsteps of the legendary outlaw through Nottingham's Sherwood Forest and across the British countryside.
The website, www.visitbritain.ae/robinhood, is part of a global package of promotions developed by the VisitBritain Partnership, which includes the film's producer's Universal Studios and other tourism boards, to coincide with the worldwide release.
"The website provides a complete Robin Hood guide and many tourist offerings for travellers from the Middle East to the UK looking for unique adventures. With movies playing a major role with Middle East youth, we look forward to receiving a large number of regional guests looking to discover Robin Hood's England," said Carol Maddison, Gulf manager, VisitBritain.
Scott, the film's director, added: "It was fundamental to the project that this motion picture was filmed in Britain, it was extremely important to catch the real essence and feeling only British locations in particular could achieve. This new adaptation is a Robin Hood that viewers across the world have never seen before.
"The exhibition will give visitors the opportunity to really get up close and personal with the film and feel part of the production itself, along with understanding the importance of the surroundings we filmed it in."
Middle East visitors to the UK will also have the opportunity to become part of the motion picture experience at the new 'Robin Hood - The Movie' exhibitions in Nottingham Castle and the Sherwood Forest Visitor Centre, which include costumes, props, weaponry and behind the scenes material from the film itself.
Sandie Dawe, chief executive VisitBritain said: "Robin Hood is an internationally recognised icon around the world with an enduring interest in his story. We know that 40 percent of our potential visitors would be 'very likely' to visit places from films and thoroughly enjoy visiting film locations they see on the big screen."
Mike Baulcombe, tourism leader at Experience Nottinghamshire, added: "The release of Ridley Scott's Robin Hood film is a great opportunity for us to encourage visitors from around the world to experience the home of Robin Hood, here in Nottingham and Sherwood Forest.
"The strength of our tourism offer combined with its Robin Hood heritage is proving to be a winning marketing tool in terms of raising Nottinghamshire's profile and positioning us as a top national and international destination to visit. The global media attention we're already getting speaks for itself."
Limited edition Oyster card wallets will be distributed by VisitBritain with the film's branding and via visitbritaindirect.com
'Robin Hood Month' is being celebrated throughout this month to celebrate the release of the film. This will include a medieval re-enactment, Robin Hood Pageant, Nottingham city dressing, children's festival and the launch of a Robin Hood beverage.
The VB partnership are also providing a unique competition opportunity in its 35 markets around the world for someone to banquet privately at Nottingham Castle with the Sheriff, along with one-on-one archery lessons at Sherwood Forest.
