A CONCERTED drive to woo more filmmakers to Cumbria could boost the county's economy to the tune of £3 million over the next three years.

That is the ambitious target for the county's first film liaison officer Alan Saywell, who has already fielded an inquiry from a feature film production within weeks of taking up his post.

With a projected movie about Beatrix Potter, featuring Bridget Jones star Rene Zellweger, currently in the works, and Bollywood filmmakers turning to the Lakes for its mountainous scenery and the freedom to film without being mobbed, the prospects for filmmaking in the county look bright.

Part of Mr Saywell's role will be to smooth the way for filmmakers, either by suggesting suitable locations or technicians, or liaising with the police to organise road closures.

He will be offering a free, one-stop shop service for filmmakers, in effect acting as a middle man between a lot of organisations in the county.

Speaking at a glittering Cumbria Film Office launch at Rheged, Penrith, on Thursday night, Mr Saywell acknowledged the county had been vastly under-used for film and TV productions in the past.

He told Business Gazette that attracting more productions to Cumbria would not only boost its filmmaking industry, but bring spin-offs for local hotels, restaurants, caterers and even locals wanting to be film extras.

"If a feature film is being made here, it can bring in tens of thousands of pounds for the local economy, depending on how long they stay. The longer they are here, the greater the benefits."

While Mr Saywell has worked in London for several years, he is already familiar with Cumbria's attractions, as his wife, Margaret, attended Casterton School and her parents live at Holme.

He said: "I am looking forward to utilising my knowledge, skills and contacts to promote Cumbria as a filming destination. Cumbria has a multitude of diverse filming locations, from coast line and docks, to industrial sites, historic buildings, market towns, and of course the stunning scenery and lakes.

"I will be working closely with our local partners, Rural Regeneration Cumbria, Cumbria Institute of the Arts, Cumbria County Council and Cumbria Tourist Board, to market the region, increase filming and help develop a sustainable film and TV economy."

He plans to create a database of Cumbria-based film crew and facilities; build up a file of suitable locations to attract productions into the area; and encourage creative clusters to support film and television production.

Cumbria Film Office is part of the public-funded North West Vision, which already manages four film offices across the region. The Manchester office has seen a 29 per cent increase in filming activity in the first six months of this year, while Liverpool has enjoyed a record year with a total of 105 productions filming, compared with 82 last year.

Now Cumbria is hoping to get its share of the action in the filmmaking stakes that is expected to be worth £45 million to the North West economy this year.

Bruce Bennison, head of cultural policy at Cumbria County Council, said the funding partners hoped to attract £3m of activity to the county over the next three years.

"Cumbria has, for too long, hidden its talents away from the bright lights and we now have an opportunity to redress the balance, giving the economy a boost as well as presenting an opportunity for the county to demonstrate its tremendous assets to a global audience."

Rural Regeneration Cumbria chief executive Kate Willard, herself a former actress, also welcomed the film office: "With stunning landscape and coastlines, great towns and villages, Cumbria will now be able to promote itself as a superb location for film and TV production."

Television soap stars and Cumbrian dignitaries who rubbed shoulders at the Rheged launch also welcomed the initiative.

Kate Ford, who plays Tracy Barlow in Coronation Street, and hails from Kirkby Lonsdale, told Business Gazette: "I think it's brilliant that the Lake District is being promoted as a film location. I don't think people realise how beautiful it is."

That view was shared by former Street actress Emma Rydal, whose credits include the hit film East is East and the women's football drama TV series Playing The Field. After working away from her native Cumbria for several years, she now lives just outside Cockermouth, having given birth to her daughter, Katia, nine weeks ago.

"I am always telling people how wonderful Cumbria is. It's the most beautiful place I have ever been to," said Emma, who spent four years in Kendal with the former Cumbria Youth Theatre.