Netflix bid to fit One Day plaque in Edinburgh condemned

A bid by Netflix to fit a plaque marking hit TV series One Day at a historic Edinburgh landmark has been condemned by a heritage watchdog.

The streaming service wants a red plaque with a quote from the show erected in The Vennel, where its lead characters have a key scene.

It has applied to City of Edinburgh Council for planning permission as the sign would be secured to the wall of a listed building, built in 1910.

But Cockburn Association director Terry Levinthal called for planners to refuse permission, arguing it was a "simple exercise in product marketing".

One Day, based on the book by David Nicholls, follows the lives of Emma Morley and Dexter Mayhew on St Swinthin's Day - 15 July - every year.

They meet at their Edinburgh University graduation ball in 1988 and have a failed one-night stand.

The series explores the couple's relationship as they grow up, move apart and together, and experience joy and heartbreak.

One memorable scene in Edinburgh was filmed in The Vennel, a historic staircase that runs from The Grassmarket along the boundary of George Heriot's School.

At the top of the steps is a famous view of Edinburgh Castle.

The sign commemorating One Day is proposed for the bottom of the stairs and on the opposite side to the 16th Century Flodden Wall - which once marked the perimeter of Edinburgh.

The quote on the sign reads: "It's one of the great cosmic mysteries. How someone can go from being a total stranger to the most important person in your life."

Cockburn Association director Terry Levinthal told BBC Scotland News he felt strongly about the issue.

He said: "Edinburgh is a very popular city for filmmakers world-wide.

"If every production or every connection with a novel or film or TV series did the same, one wouldn't be able to see parts of the city due to the proliferation of plaques.

"Is Netflix's One Day a hugely important cinematic masterpiece? No. Are the characters Emma and Dex that important for such commemoration? Again, the simple answer is no.

"Is this a simple exercise in product marketing? Yes."

He said the Netflix production "really had nothing to do with Edinburgh" and most existing plaques in the city either related to key historic figures who had an important impact or role to play in the city, or to particular events or places.

He said it opened up the wider discussion about film tourism in the city.

"People will travel long distances to stand in the spot of their favourite film characters and the causation impacts of that can be considerable," Mr Levinthal said.

He pointed to the impact of tourism on the town of Fujikawaguchiko, Japan, where a 2.5m (8ft) black mesh net was installed to block the view of Mount Fuji.

The screen was intended to deter tourists who were littering, parking poorly, and behaving antisocially to take photos for social media.

The screen was effective in reducing congestion in the area.

However, tourists quickly found ways to get around the barrier by poking small holes in the screen that were the right size for a camera lens. The barrier was eventually taken down after successfully deterring tourists.

"So little insignificant things all totalled up together can actually have major impacts," Mr Levinthal said.

Netflix said it wished to make no comment.