Nowadays media plays a prominent role in building and maintaining the image of tourism destinations. Films occupy a major part in media in destination promotion. Even though film-induced tourism is only an emerging trend in Kerala, studies are carrying abundantly. This paper examines the impact of film induced tourism and destination branding on locations featured in a popular film in Malayalam released in the year 2012 named ‘ORDINARY’. The paper also outlines the relationship between the power of movie as a motivational and image building tool and the demand of tourist destination. The economic and cultural value of film-induced tourism will be also analysed in this paper in detail. The issues in the literature review highlight a number of implications for the future development of such destinations, namely the proper use of destination branding in the promotion of film locations. Ordinary’s story revolves around a KSRTC (Kerala State Road Transport Corporation) bus which operates between a remote village in Kerala called Gavi and the nearby city of Pathanamthitta. After this movie was released domestic tourism has taken a huge inflow and plenty of tourists have started travelling to Gavi. The need for screen tourism to be effectively encouraged and managed in a strategic, joined-up manner is also stressed in this study. Gavi, a tourist spot in Pathanamthitta district is selected for the study here, as it has been the film location for the movie ‘Ordinary’. The movie was successful in explaining the relationship between film-induced tourism and destination branding. Besides that the negative impact of such a movie for the spot is also pointed out well in this study. The expiration period of such movie in the minds of tourists is also analysed here. The study follows a survey method in which a questionnaire with 50 questions are asked among domestic tourists as the viewership of the movie is restricted to them due to its local language usage. Research was done by a