State’s film strengths showcase economic development storytelling at its finest

By: Jenni Ciesielski, Senior Account Executive 

Ninety-nine red balloons? Try $19,000 worth. That’s an order one New Jersey balloon shop received when the Billy Eichner movie “Bros” needed thousands of balloons to film a parade sequence. This is just one example of how New Jersey’s booming film industry is impacting businesses throughout the state. 

Last month, I, along with more than 4,000 others, attended the second annual New Jersey Film Expo at Meadowlands Arena. While the arena itself still has a nostalgic vibe from its past life as the former home of the New Jersey Nets, the event was all about the future of film, and the leading role New Jersey plays in it. 

State With an Undeniable Film Presence 

Whether you went to the theater or were streaming from your couch, chances are you’ve watched a movie filmed in New Jersey in the past year. “The Housemaid,” “Happy Gilmore 2” and “Deliver Me from Nowhere” all filmed in the Garden State, as did Steven Spielberg’s upcoming sci-fi thriller, “Disclosure Day.” 

Even “Marty Supreme,” a quintessentially New York movie, did a lot of its filming on the other side of the Hudson River. There are several reasons for that. 

For starters, the state has an incredibly diverse topography with mountains, beaches, bustling urban centers and small towns all within state borders. With the help of New Jersey’s highly skilled talent bench, production teams can make the state represent nearly any destination, past or present. 

Along with the New Jersey Economic Development Authority (NJEDA) leading one of the strongest film tax credit programs in the country, the state has also uniquely prepared communities to host television and film productions. 

In the Expo’s keynote address, Gov. Mikie Sherrill spoke about the Film Ready New Jersey program, an initiative that helps municipalities effectively streamline permitting, coordinate logistics and make productions run as smoothly as possible. More than 58 communities across the state have earned their Film Ready certification, signaling to studios and filmmakers that New Jersey provides plenty of options that will help you film with lower costs and less stress. 

Hollywood – East? 

All of these investments have paid off. A recent article from The Hollywood Reporter revealed New Jersey was the only state to see an increase in production spending over the past year. While rising costs and lower box office revenues led to flat or declining results in traditional production leaders like California and New York, New Jersey experienced a 45% year-over-year increase in filming activity and a 37% rise in production spend. 

Maybe that’s why when an attendee mentioned New Jersey as the “Hollywood of the East” on a panel, New Jersey Motion Picture & Television Commission (NJMPTV) Chair and “Batman” franchise Executive Producer Michael Uslan simply stated, “California is New Jersey West.” 

More Productions, More Jobs, More Money into Local Economies 

That phrase had significant meaning for several industry professionals I met throughout the expo. I talked to multiple New Jersey natives who, after leaving the state to pursue show business years ago, found themselves returning to the Garden State because it was the best place for job opportunities. 

Investments like Netflix’s $1 billion studio development at the former “Fort Monmouth” are bringing good-paying jobs to the New Jersey communities at a time when job security in the industry feels particularly unstable for many.  

New Jersey’s growing reputation as a film hub doesn’t just benefit people working in the arts and on set. Each production that comes to town brings hundreds of workers who need places to eat, sleep and hang out. This creates a major boost for local restaurants, hotels, caterers, bars and plenty of other businesses (you never know when Billy Eichner is going to need 20,000 balloons on short notice). 

In one of many interviews he participated in during the Film Expo, NJMPTV Executive Director Jon Crowley noted that a sub shop in Cranford, N.J., saw a 25-30% boost during the filming of “Disclosure Day.”  

An increase in film activity across the state has had a ripple effect across dozens of sectors, even ones that seem far removed from the world of movie magic. This was on full display at the Film Expo, where rental companies, an armory and even mental health counselors set up booths alongside Netflix, Cinelease and local university film programs. 

Setting the Standard 

The Garden State’s meteoric rise in the film industry is no flash in the pan. Much like many of our favorite movies, the exciting moment we’re witnessing has been years in the making. And New Jersey is more than ready for its close-up. 

As strategic counselors for the state and others like it, it’s been thrilling to be a part of New Jersey’s trajectory to being one of the top destinations for film and TV production. One of the main takeaways, from Violet PR’s perspective, is that there’s no one way to become a “film-ready” state. Collaboration, recognizing your own strengths and making the right strategic investments to remain competitive have helped New Jersey find its place as the Hollywood of the East. And that’s a formula that works well for economic development storytelling in almost every community nationwide. 

So, if you’re looking for someone to tell the story about how your community is benefitting from industry momentum, reach out to us today at hello@violetpr.com!