Hundreds of thousands of tourists influenced by TV or movies to visit Montana

The joke is that all of the people who moved to Montana after seeing the  “A River Runs Through It” movie are now mad at the people moving to Montana because of the “Yellowstone” TV show.

MONTANA ON SCREEN:
EXPLORING FILM TOURISM IN
MONTANA
Kika Bradford, Elena Bigart, Melissa Weddell | January 2026

Findings reveal that while film and television enhance awareness of Montana
and contribute to its scenic brand, they seldom serve as the primary motivation
for travel. Most visitors (96%) reported they would come to Montana regardless
of its film connections, yet 7% extended their trips to include these sites. Popular
productions such as A River Runs Through It and the Yellowstone TV Series
continue to shape perceptions of authenticity and beauty, reinforcing Montana’s
image as “Big Sky Country.” Visitors praised the state’s landscapes as surpassing
what media could convey. These insights can guide the Montana Department of
Commerce Film Office and tourism organizations in developing balanced strategies
that leverage film exposure while preserving the authenticity and character that
make Montana unique.