Abstract
The issues of creative and cultural industries and their role in city branding and development are explored in this paper. Activities enhancing city placement and city branding via a TV series are subject to enquiry. As a result, the city becomes a film-friendly destination, attracting people and firms from the film industry. Besides, the city is perceived more favourably, standing out from the competition and possibly attracting tourists and potential investors and immigrants. Such a policy has been introduced in Łódź, a large Polish post-socialist and post-industrial city. With the city authority’s support, the town has become the location of a popular TV crime series, entitled “Komisarz Alex” (“Inspector Alex”). The main aim of the research was to investigate how Łódź inhabitants perceive the series and what influence they think the film-making would have on the city. The evaluation of the perception of the series is based on structured interviews, and is generally very positive.