“May I ask you something?” premieres on 10 October and invites viewers to explore luxury from different perspectives.
What makes for a good life? What do we really need – and what do we regard as a luxury? Between the desire for more and the longing for less, familiar concepts take on new meaning. Time, health, tranquillity, nature and shared moments come into focus just as much as the question of what we can and want to afford.
Kitzbühel Tourism is using these societal questions as an opportunity to rethink its own understanding of luxury. A place that has always been associated with this concept is particularly well placed to create space for viewing it from new perspectives. For weeks now, Kitzbühel has therefore been inviting people to share their personal thoughts: What is valuable? What is missing from everyday life? And what does luxury mean to you?
A film as an invitation to a change
of perspective From these diverse voices, a film has emerged that continues the search for answers. On 10 October 2026, ‘May I ask you something?’ will be officially premiered in Kitzbühel. It is an invitation to question what we take for granted and perhaps to rediscover what makes life rich.
This dialogue does not end with the premiere. Kitzbühel Tourism will continue it by drawing on a variety of opinions, experiences and perspectives. Underpinning this is the aim to address social changes at an early stage and to shape communication that goes beyond beautiful images: by asking relevant questions, involving people and sparking new ideas.
Dr Viktoria Veider-Walser, Managing Director of Kitzbühel Tourism, comments: “Kitzbühel is traditionally strongly associated with luxury. This makes us all the more concerned with the question of what luxury means today and how this concept can be interpreted in a contemporary way for Kitzbühel. We already engaged intensively with this question during the #wirsindKitzbühel branding process in 2021 and gained valuable insights. With the film ‘Can I ask you something?’, we are continuing this dialogue and creating space for new perspectives. The focus here is not on a universal definition, but on the individual meaning of luxury for each person. We want to encourage reflection, highlight different viewpoints and spark an open discussion with guests, partners and the local community.”
Premiere at the Filmtheater Kitzbühel
On Saturday 10 October 2026, the film will be officially screened for the first time at the Filmtheater Kitzbühel. Public screenings will take place at 11.10, 11.40, 12.10, 12.40, 13.10 and 13.40. Admission is free. Tickets are available in advance from the Kitzbühel Tourism Service Centre at Hinterstadt 18.
Kitzbühel Tourism hereby invites anyone interested to discover the film for themselves on the big screen and to reflect on the question: What does luxury mean to you?
Full details can be found at luxus.kitzbuehel.com
Press enquiries: Mag. (FH) Anna Lena Obermoser, MA
a.obermoser@kitzbuehel.com | presse.kitzbuehel.com | +43 5356 66660-16