The IIFA craze

Demi HEWAMANNA

Roads, hotels, pavements, parks, beaches and every nook and corner is preparing for the BIGGEST showbiz event to hit the shores of Sri Lanka The International Indian Film Academy (IIFA) festival is to be held in the month of June.

"We have already begun an accelerated program to improve the city infrastructure and getting ready to sandwich additional features," City Administrator Omar Kamil said. All the areas will be given a surface cleaning, beautification and the roads leading from the hotel to Sugathadasa to Sinhalese Sports Club (SSC) and other places the stars will be going to are all under way now. Kamil added that they Ministry of Tourism, Sri Lanka Tourism Bureau and other affiliated partners are asking everyone in the country to lend a hand and in their own way decorate and give a face lift to the country.

Singapore won its place as the 'Green and Clean" country for its cleanliness in every street corner, building and homes so that their visitors will be able to have a charming stay.

Ten countries held this international feast before and this June 3 to the 5, Sri Lanka gets to host the 11th IIFA festival, bringing Bollywoods leading and popular actors, directors and idols live on one stage.

The IIFA is India's most sought after and world recognized event held by the cinema industry. The festival consists of many events that brings together the stars and public together for a day and night to be forgotten.

There is a huge Indian population in continents around the world specially in UK and Australia. Years back the country was considered not a safe place for tourists to come because of the then on going war against terrorism, but today Sri Lanka is said to be the safest destination in the world and June 6 will be considered the world famous destination in the world.

"Each year the host destination of IIFA will be placed on an international platform as over 300 media from around the world congregates in the country for this event," SLTPB Managing Director Dileep Mudadeniya said. Sri Lanka anticipates a boost in the tourism and hospitality industries where employment opportunities are expected to increase with distinct rise in tourist arrivals taking place. The Sugathadasa Stadium is being remodeled to meet international standards with a long term goal of hosting regional and global events. Sri Lankan Airlines has taken measures to ensure smooth transition of the passengers.

Day 1: The IIFA Weekend press conference will brief everyone about the activities taking place. The IIFA Green Carpet will give an opportunity to see the Indian cinema stars walk the carpet. The topping for the night is the IIFA Fashion Extravaganza which will give an exclusive showcasing of the latest talent in the Indian industry while giving a prominent exposure to the local models and two Indian designers and one Sri Lankan designer.

Day 2: This day will kick start with FICCI-IIFA global business forum that will facilitate ideas, exchange and encourage networking with international distributors and promote international investment in the production of Indian films. Indians and Sri Lankans both love cricket and a sport that they take it to their heart. So what best way to bring it together than the IIFA Charity Cricket Match that will be held at the Sinhalese Sports Club (SSC). This will be a T-20 Cricket Match organized for the general public with the Asian crickets who will be here to participate for the Asia Cup.

Day 3: This is the day that everyone at the end of the festival waits for impatiently.The day will start with an IIFA Film workshop conducted by India's acclaimed cinematographers where an opportunity will be given for local producers, directors and students interested in cinema to participate.

The IIFA green carpet will begin followed by the IIFA Awards 2010 that has been established to recognize, honour and celebrate the achievement of the Indian film industry. This glamorous and breathtaking event will be held at the Sugathadasa Indoor Stadium.