On 15 December, Islamabad Serena Hotel, under its Adventure Diplomacy Initiative, hosted the inaugural ceremony of the 4th edition of the Pakistan International Mountain Film Festival (PIMFF). "The Frozen Road", one of the films presented in the programme, depicts an incredible month-long expedition through Canada’s remote and frozen Yukon Territory to the Arctic Sea. The PIMFF aims to be the largest film festival in Pakistan. The mountain film festivals promote mountain tourism, awareness about environmental issues, affinity for foreign cultures and help project a positive image of the country.