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style="width:600px"> <div class="bpimage_image"><img src="/images/2021/common/loading_1_1.gif" width="600" height="180" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/01026/00002/xT_spe_seichi_1.jpg?__scale=w:600,h:180&_sh=0dc0ae0200" alt="新規を呼ぶ「聖地化マーケティング」　第1回" class="lazyload"></div> </div> </div></a> </span> <p class="clearBoth"></p>  <p class="bplead"> ドラマや映画の撮影が行われたロケ地、アニメ作品で描かれた舞台や作者ゆかりの地など、“聖地”と呼ばれるエンタテインメント作品関連の場所を巡って楽しむ人が増えている。今では動画配信を通じて日本作品が海外でも広く見られるようになったことから、訪日外国人を集めるケースも多い。こうした動きに反応するように、ロケ誘致などに積極的に乗り出す地方自治体や企業も目立つようになってきた。集客を目的とした“聖地化”への取り組みを探った。 </p> <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_image"><a href="/atcl/contents/18/01026/00002/?SS=imgview&FD=1420927604" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="360" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/01026/00002/01.jpg?__scale=w:480,h:360&_sh=0105005905" alt="中央バス観光開発（北海道小樽市）が運営する小樽天狗山ロープウエイ・スキー場は、1995年に公開された岩井俊二監督の映画『Love Letter』でも撮影が行われた場所。Netflixのドラマ『First Love 初恋』でも取り上げられ、観光客が急増している（写真提供：中央バス観光開発）" class="lazyload"></a></div> <div class="bpimage_caption">中央バス観光開発（北海道小樽市）が運営する小樽天狗山ロープウエイ・スキー場は、1995年に公開された岩井俊二監督の映画『Love Letter』でも撮影が行われた場所。Netflixのドラマ『First Love 初恋』でも取り上げられ、観光客が急増している（写真提供：中央バス観光開発）</div><div class="bpimage_click"><a href="/atcl/contents/18/01026/00002/?SS=imgview&FD=1420927604" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　2024年4月に公開され、興行収入が153億円を突破しているヒット映画、劇場版『名探偵コナン 100万ドルの五稜星（みちしるべ）』の舞台となった北海道函館市では、『名探偵コナン』との様々なコラボイベントを開催している。 </p><p> 　その一つとして24年9月30日までスタンプラリーを実施中で、スタンプラリーの台紙を兼ねた「函館まち巡りマップ」の配布部数は、イベント開始から1カ月あまりで約10万部に達した。 </p><p> 　現在放送中の連続テレビ小説『虎に翼』（NHK総合ほか）の撮影が行われた名古屋市市政資料館は、来館者数が前年度同期比2.3倍（24年6月5日時点）となっているそうだ。 </p><p> 　多くの自治体では、フィルムコミッション事業や官民連携のサポート組織を設けて、ロケ撮影の誘致に取り組んでいる。全国の撮影支援ネットワークの強化などを目的とするジャパン・フィルムコミッションの関根留理子事務局長によると、近年、全国のフィルムコミッションが撮影を支援する作品数が急増しているという。 </p><p> 　「まず、配信サービスの普及などで、制作されるコンテンツ数が増えているのが大きな要因の一つ。また、以前と比べるとアニメーション作品の支援も活発になっている。大規模な作品では、物語に登場するアイテムの情報収集から、引きの画を制作するための資料映像をドローンを飛ばして撮影するなど、準備に時間をかけるケースが多い」 </p>  <p> 　そして、エンタテインメント作品の持つ求心力に着目するのは、今や自治体だけではない。ロケ誘致に力を注ぐ一般企業も増えている。 </p><p> 　例えば、北海道小樽市の「小樽天狗山ロープウエイ・スキー場」は、22年に配信されたNetflixドラマ『First Love 初恋』のラブシーンが撮影され、聖地化した。 </p><p> 　「特に、若い世代の方にロマンチックな場所として認知され、バレンタインデーの2月14日などはロープウエーに乗るお客様で長蛇の列ができるようになった。また、アジアを中心とする海外からの観光客も増え、韓国の旅番組がロケに来るなど波及効果も大きい」（小樽天狗山ロープウエイ・スキー場を運営する中央バス観光開発の中野弘章常務取締役）。 </p><p> 　改めてロケの威力を実感した中央バス観光開発は、親会社である北海道中央バスとともに誘致に取り組んでいくと意気込む。 </p> <div class="bpbox_center"><div class="bpimage_center" style="width:400px"> <div class="bpimage_image"><a href="/atcl/contents/18/01026/00002/?SS=imgview&FD=1421851125" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="400" height="499" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/01026/00002/02.jpg?__scale=w:400,h:499&_sh=0c00250590" alt="小樽天狗山ロープウエイ・スキー場では、Netflixドラマ『First Love 初恋』にて、高校時代の主人公たち、そして大人になった主人公たちが登場する2つの重要なシーンが撮影された。若い世代の観光客が急増しているという（写真提供：中央バス観光開発）" class="lazyload"></a></div> <div class="bpimage_caption">小樽天狗山ロープウエイ・スキー場では、Netflixドラマ『First Love 初恋』にて、高校時代の主人公たち、そして大人になった主人公たちが登場する2つの重要なシーンが撮影された。若い世代の観光客が急増しているという（写真提供：中央バス観光開発）</div><div class="bpimage_click"><a href="/atcl/contents/18/01026/00002/?SS=imgview&FD=1421851125" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　23年4月にロケーションサービスの専門チームを発足したのは西武ホールディングス（東京・豊島）。鉄道やバス、ホテル、レジャー施設など、グループ各社で対応していたロケ相談の窓口を一元化し、北は北海道から南は沖縄まで全国にあるグループ各社の施設を紹介している。 </p><p> 　多数のショッピングセンターを運営するパルコ（東京・渋谷）も、渋谷や池袋など関東圏9カ所の商業施設をロケやイベントに開放、日時や場所の調整から撮影当日のサポートまでを手掛ける。NTTのグループ会社であるデイ・ナイト（東京・千代田）のように、オフィスビルでのロケ撮影に対応するケースもある。 </p> <div class="article-cmn-paywall false"> <div class="paywall-box" data-atlas-trackable="paywall"> <p class="paywall-caution"><b>このコンテンツ・機能は有料会員限定です。</b></p> <div class="paywall-regist"> <div class="paywall-btn-box"> <div class="paywall-btn"> <div class="paywall-btn-txt">記事が読み放題に</div> 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「聖地化」マーケ、2つの経済効果 映画ロケ誘致で100億円超の恩恵：日経クロストレンド

「聖地化」マーケ、2つの経済効果　映画ロケ誘致で100億円超の恩恵：日経クロストレンド