The filming of the new super-hero movie, Avengers: Age of Ultron, in Johannesburg had helped boost the city’s international reputation as a business, leisure and filming destination, said Ruby Mathang, the City’s MMC for Economic Development.
Various roads in the central business district were closed when the movie was shot between February 14 and 24 last year by Walt Disney International.
“The trust that Walt Disney and Marvel have shown in filming in Johannesburg, elevates the City of Johannesburg’s profile. We could not have achieved this without the co-operation of the people of Johannesburg and the professionalism of the city’s film industry,” said Mathang.
“We have the infrastructure and technical expertise that international filmmakers can rely on to efficiently and cost effectively produce their films, as well as a historic past and a future that inspires many scriptwriters to develop captivating stories and use our city to create fascinating visuals.”
The latest in the Avengers movie starring Robert Downey Jr., Chris Hemsworth, Mark Ruffalo, Chris Evans, Scarlett Johansson, James Spader and Samuel L. Jackson, will also be premiering in Johannesburg on April 22, then opens in South African theatres on April 24.
“The value of film to the city is significant, with the Gauteng film industry contributing some R2.5 billion (US$360 million) to the economy of the province. Therefore this film is important to Joburg from both an economic, revenue-generating perspective as well as a branding and marketing angle,” said Mathang. “The previous Avengers film was viewed by an estimated 200 million people worldwide and we’re hopeful that even more fans will flock to see this film, ensuring that destination Joburg becomes a household name.”
