It's not all about friends, but for destinations it is about communicating to as many of your target audiences as you can in a language they can understand.
To the average viewer, the movie is a nice tale on the joys of travel. But any marketing or travel professional will see destination marketing at its most motivational best.
Despite Greenland's unparalleled beauty and digital intelligence, it is still extremely expensive to visit with only a few months of optimal travel weather. It is the country's difficult travel conditions that have kept it untainted by the growing millions of tourists, for better or for worse.
Greenland is still very expensive to get to and stay, but with food costs for locals coming down and diversity of choices increasing, will that mean more cost-effective packages for tourists?
Besides being for the extreme-tourism minded, the country has to solve a slew of ethical issues surrounding killing of seals and whales, before it can hope to become a mainstream gourmet tourism destination like its parent Denmark has.