IT might make you smile at first but behind the Hollywood Hengrove sign there is serious intent.

And that is the prospect for developing film making, creating new jobs and putting Bristol on the map.

Obviously, it is early days. At present the former Harveys complex, as most of us know it, will be just the temporary home to BBC's Casualty before we lose it to Wales.

But already a Hollywood film company has shown interest in the site.

Its giant, spacious warehouses would be ideal for film sets.

All it will take is one company to produce a successful film there and others will come running.

Bristol already has a name for being a great place to film drama both for television and cinema.

In recent years a string of quality and talked about films and TV series have been shot here.

What Hengrove offers is the potential for much more, the chance to take Bristol onto the next level.

The idea already has the backing of the Film Council and the support of Bristol City Council.

And while we may live in tough economic times, this could be the opportunity to help the city's economy and establish a new creative industry for Bristol.

If that happens we would all smile at the Hollywood Hengrove sign for completely different reasons.