New Zealand is well known as having created and implemented one of the most successful destination marketing and branding strategies of all times with ‘100% Pure New Zealand’ as its main slogan. However, little has been researched about the relationships between feature filmmaking and destination marketing and branding, economic development and country reputation. This paper provides a cross-disciplinary point of view to fill this knowledge gap by applying an institutional political economy perspective and supports the theoretical framework based on the notion of ‘mediatized media’ through which we can better understand and analyse how media processes interact with tourism.