Will Film Incentives
Return to Florida?
Not so long ago, film, TV and video projects flocked to Florida. Beginning in the early days of silent movies, our state itself was as much a star
as any film celebrity.
Oliver Hardy launched his film career in Jacksonville. Johnny Weissmuller wrestled vicious crocodiles at Wakulla Springs. Esther Williams
gracefully swam across a Florida-shaped pool at Cypress Gardens.
Frank Sinatra battled ruthless thugs in Miami. Bill Murray chased a pesky gopher around a Fort Lauderdale golf course. After California and
New York, the Sunshine State was where they all came to make movie,
TV and video magic.
“Florida must now compete with 37 other states and many foreign
countries that have some type of incentive program to attract film, TV
and digital media projects to their regions,” said John Lux, chief operating officer of IDEAS, an Orlando-based media production company.
“In order for our industry to grow here, I believe Florida needs to do the
same.”
Before anyone had ever heard or thought of incentives, Florida’s natural
attributes made the state a mecca for movie makers. It all started more
than 100 years ago in Jacksonville, which soon became the “Winter
Film Capital of the World.”
Back then, film companies were based in New York City, but needed a
warm winter climate for location shooting. Jacksonville beckoned with
exotic backdrops, a ready labor pool and easy rail access. Beginning
in 1908, filmmakers began migrating South. Eventually, more than 30
satellite studios were established in Jacksonville.
For a while, the city and the film industry were a perfect match. But
Jacksonville residents complained about some of the wilder public antics of silent movie making: car chases, fights, simulated robberies and
fires. In 1917, a conservative city administration was elected to tame
Jacksonville’s film industry. As California emerged as a movie production center and the major New York studios relocated there, the curtain
quickly fell on Jacksonville’s role as a top film location.
But even after movie companies moved west, Florida long remained a
popular place for film and TV productions.
As recently as nine years ago, the state was ranked the third most popular filming location in the United States. This lofty standing helped keep
local production talent busy. But a January report from the Legislature’s
nonpartisan policy analysis office noted that Florida had lost considerable ground to neighboring states. “As recently as 2013, we worked on
more than 20 entertainment projects in a single year,” said Lux. “But in
the last two years since no new tax credits were available, we’ve worked
on just three.”
In 2010, Florida earmarked nearly $300 million in tax credits for film
production, hoping it would stretch over six years. But high demand
caused it to disappear in only three.
To convince lawmakers to refill Florida’s incentive funding pool, Lux
personally met with legislators, attended legislative delegation meetings
and testified on a panel before the House Finance & Tax Committee in
Tallahassee.
Some legislators believe tax credits for film production don’t provide
enough return on investment. Lux and other supporters argue that
it has created jobs, boosted tourism and helped small businesses in
Florida grow.
“Beginning in 2010, the previous tax credit allocation of $296 million
led to $1.5 billion in direct spending on Florida companies and Florida
residents,” said Lux.
Incentives also successfully attracted TV shows, commercials and films,
such as Dolphin Tale. Both it and its sequel, Dolphin Tale 2, were shot in
Clearwater. A study there by the University of South Florida found
three of every four new visitors to the Clearwater Marine Aquarium
credited the movie for their trips to the aquarium. City officials estimated the resulting economic boost in 2013 alone was $580 million.
No matter the location, money spent by movie, TV and video production often ends up in local pockets. According to the Office of Florida
Film and Entertainment, production companies that came to the state
during fiscal year 2012-13 spent an estimated $39.8 million on lodging
and $20.4 million on food.
Lux says during the past three years, producers were constantly calling
local Florida film offices to ask if any more credits had been found. “But
without sufficient tax incentives, it just wasn’t fiscally responsible for
them to come here.”
He continues to say tax incentive supporters are not greedy and are perfectly happy with an allocation that fairly reflects the economic impact
and jobs generated by the film, TV and video industry. But no matter
what dollar amount is placed into the tax credit program, he admits that
it will never completely satisfy demand.
“The sheer volume of productions that want to come to Florida, hire
in Florida and shoot in Florida is huge,” said Lux. “With a tax credit
incentive program that’s adequately funded over a multiyear period, this
state will once again win far more projects than it loses.”
The chances of achieving an overhaul this year are uncertain. However, on March 18 there was some encouraging news as House Bill 451
passed in the Economic Development & Tourism Subcommittee with a
vote of 11 to 2.
Films shot here in Winter Garden include