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Colombo, Sri Lanka to host the celebrated, IIFA Weekend from 3rd – 5th June, 2010

Press release April 26, 2010 Culture

• The lineup of exciting events and business forums announced and The IIFA Awards to be held at the multi-purpose Sugathadasa Stadium • Sri Lankan Tourism welcomes IIFA and Indian Cinema to Colombo

After a magical decade with celebrations across the world, the International Indian Film Academy (IIFA) will celebrate theIIFA Weekend and IIFA Awards in the exotic Emerald Island of Sri Lanka, this year. The 11th edition of IIFA will be held at the country’s capital, Colombo, from June 3rd – 5th, 2010.

As always, the IIFA Weekend, Sri Lankawill bea culmination of mega events that brings Indian cinema to the world. The IIFA Weekend includes the high-profileFICCI IIFA Global Business Forum, theIIFA Foundation Fashion Extravaganza, the IIFA Foundation Celebrity Cricket Match, World premieres of Indian films, IIFA Film Workshop and the climax of the Weekend, the spectacular IIFA Awards.The IIFA Awards is the biggest South Asian media event and is considered among the most-watched annual global events.

Sri Lanka, famous for its 1,600 km of unspoilt beaches is a paradise island with an incredible history and a popular tourist destination. The economic capital of Sri Lanka, Colombo, is a bustling metropolitan that offers a wide array of sights and activities, satiating all tourists alike. Be it the architecture of the colonial-era buildings, which hark back to the days of the British Empire or the Fort District with its Dutch and Portuguese forts, the picturesque island retains its old world charm.

Speaking of the IIFA Weekend and Awards moving into its second glorious decade,Mr. Amitabh Bachchan, IIFA Brand Ambassador said, “On behalf of IIFA, we are very happy to bring the IIFA experience to our hospitable neighbour, Sri Lanka. As a member of the film industry, I look forward to another luminous decade, as IIFA journeys forth, sharing the Indian cinematic movement with the world, and simultaneously share with the world, the emerald isle, Sri Lanka.”

The FICCI IIFA Global Business Forum 2010 will be held on the second day of the IIFA Weekend. The Forum is an endeavor to bridge boundaries between India and Sri Lanka and will be used to further trade opportunities and cinema between India and Sri Lanka. It is a dynamic global platform providing the industry with an opportunity to deliberate on a diverse range of business, bilateral economic and political issues.

Colombo is the commercial and business centre of Sri Lanka and the most populous city of the country. Mr. K. A. D. George Michael, Secretary, Ministry of Tourism, Sri Lanka,The city of Colombo is decking up for one of the biggest events to come to our country. We are pleased to stage the IIFA celebrations and would like to thank the Academy for presenting us with this wonderful opportunity to showcase the unique and exotic aspects of Sri Lanka to the rest of the world. Sri Lanka is poised to be the hub of international attention during the IIFA Weekend in June.

In its eleventh year, IIFA steers forth to strengthen its vision of building bridges across businesses, communities, nations and cinemas creating ‘One People. One World.’ Having taken the Weekend and Awards to various beau locales world over, from London to Amsterdam, Dubai to Johannesburg, IIFA has created lasting experiences in these countries, opening new markets for Indian Cinema and its cinematic culture.  

Mr. Sabbas Joseph, Director, IIFA said, “We are proud of IIFA’s progression over the last 11 years and it is heartening to see IIFA now step onto our neighbouring country, Sri Lanka. IIFA 2010 will see the best line-up of performances and entertainment par excellence as the best of Indian cinema will descend on Colombo in June. See you in Colombo.”

As a platform that reaches out to millions of global television viewers, IIFA offers a phenomenal opportunity to deliver relevant messages to audiences. The event will be broadcast globally on STAR PLUS,India’s No. 1 entertainment channel, reaching viewers across Asia, the Middle East, Europe and North America.

Commenting on STAR Plus' association with IIFA, Sanjay Gupta, COO, STAR India said, "It is indeed a delight to be part of the grandest celebration of Indian Cinema. IIFA, in the past decade, has become a landmark annual event with the Indian Film industry coming together to celebrate its success. As the exclusive Global Broadcast Partners for the sixth year of IIFA Awards, Star Plus will enable its viewers to catch the most exciting Indian Film Awards extravaganza of the year.  I am confident that IIFA will continue to be one of the most watched television awards on STAR Plus as we move ahead." 

We are very proud to bring the IIFA magic to Colombo as the host of this magnificent event.” said Mr. Dileep Mudadeniya, Managing Director, Sri Lanka Tourism Promotion Bureau,We are grateful to IIFA and Wizcraft for choosing our country as the host nation and look forward to a Weekend of glamour, cinema and networking. We look to give the IIFA Weekend and Awards our utmost support. The Sri Lanka Tourism Promotion Bureau looks forward to hosting the Indian Film Fraternity and a large faction of tourists and fans alike, to Sri Lanka.

Notes to Editors

About IIFA

Conceptualized and produced by Wizcraft International Entertainment Pvt. Ltd. and supported by the key members of the Indian film fraternity, IIFA is the most respected South Asian film academy. Also, the IIFA Awards are India's biggest media event. With a viewership of almost 600 million, the IIFAs are among the world's most-watched annual entertainment events.

From a one night celebration in 2000 at the Millennium Dome, London, the last nine years have seen the International Indian Film Academy (IIFA) movement grow into a cine-packed weekend of film-festivals, workshops, exhibitions, film-showcases, global business forums and sporting events, all of which climaxes into the highlight of the Weekend, the IIFA Awards. In the past, IIFAs have been celebrated in London, Sun City, Johannesburg, Singapore, Malaysia, Dubai, Amsterdam, Yorkshire and Bangkok. Last year, IIFA celebrated its 10th year anniversary in Macau. The IIFA Weekend 2010 promises to be a grand, action-packed event; while the IIFA Awards will seek to honour the very best of Indian Cinema. For more information, go onto

About Sri Lanka Tourism

The Sri Lanka Tourism Promotion Bureau’s (SLTPB) mission is to inspire, build and deliver 'Sri Lanka Tourism' to be a key driver of Sri Lanka's economic growth. Delighting customers with passion and excellence is the SLTPB’s goal and by this, it hopes to enrich the incomes of industry stakeholders and benefit the community.

Strong investment and focused attention on marketing and reaching high yield markets, particularly the youth market and countries such as UK, India, Middle East, Germany, Japan and China will drive the SLTPB forward during the next few years. The SLTPB will pursue a major public relations drive that will strive to promote and build the country’s image.

During the next few years, globally and domestically change will take place. Intensified pressures due to climate change, rapid evolution in consumer attitudes and expectations, and further changes to security and bio security would be key influences.

Despite the challenges, the SLTPB is confident of its organisation and its ability to drive this plan forward. The SLTPB is committed to the development of Sri Lanka tourism and the goal of being Asia’s most preferred destination!