By Chris Sturges | WBN News | May 16, 2025

As productions scatter across the globe in search of better incentives and lower costs, Hollywood is fighting back. California — once the undisputed capital of filmmaking — is mounting a strategic counteroffensive to lure back the business it has steadily lost to other U.S. states and international locations over the past two decades.

With rising competition from Georgia, New Mexico, Canada, the UK, and now even Mexico, California’s leaders and industry advocates are doubling down on efforts to keep film and television production where it all began: in Hollywood.

A Reinforced Tax Credit Program

At the heart of California’s comeback strategy is the Film & Television Tax Credit 3.0, a $330 million annual program designed to keep productions from fleeing to cheaper locales. This version includes key enhancements aimed at long-term retention — including credits for infrastructure spending and expanded eligibility for recurring series.

In 2022, California passed legislation to extend and revamp the program through 2030. The revised plan allows unused credits to roll forward, encourages the rehiring of below-the-line workers, and now offers bonuses for projects that choose to locate in high-unemployment areas — a win for both the industry and the local economy.

Infrastructure Investments: Sound Stages and Sustainable Studios

One of the core weaknesses that allowed other regions to rise has been a lack of studio space in Southern California. To address this, the state has begun working with private developers to fast-track new studio projects, including sustainable, high-tech soundstage complexes in Los Angeles, Santa Clarita, and Burbank.

Projects like Culver Studios' expansion and the Sunset Glenoaks Studios aim to provide productions with the facilities needed to match those in Atlanta or London. Several are being designed with LED virtual production volumes, signaling California’s commitment to the future of filmmaking, not just its legacy.

Workforce Development and Union Collaboration

California is leveraging its deep talent pool to differentiate itself from competing hubs. The state is investing in film education pipelines through partnerships with local community colleges, high schools, and universities. These initiatives are designed to ensure that a new generation of filmmakers, editors, sound technicians, and grips are ready to work — and stay — in California.

Simultaneously, major unions including IATSE and the Teamsters are collaborating with studios to streamline labor contracts that ensure competitive rates without alienating producers. By stabilizing labor relations and advocating for consistent working conditions, California aims to be the place where both talent and crew want to live and work.

Marketing the California Advantage

While others boast incentives, California is leaning into its unique value: a mix of talent, terrain, and tradition unmatched anywhere else. From deserts and mountains to iconic cityscapes and coastal highways, California offers 30 distinct climate zones and a cultural familiarity that makes it ideal for a wide variety of genres and styles.

The California Film Commission has launched international campaigns and trade show appearances to promote the “Made in California” brand as both prestigious and practical. It has also strengthened programs that support independent and diverse filmmakers, ensuring that the state doesn't just attract blockbusters but champions fresh voices too.

Fighting Piracy, Supporting Theaters

In a further bid to protect the film ecosystem, California lawmakers are advocating for stronger anti-piracy enforcement and providing grants for theaters that support independent cinema — both key pillars in a healthy content lifecycle. They’ve also backed legislative protections for creative workers navigating the rise of AI, helping retain talent that might otherwise look to more digitally flexible regions.

The Road Ahead

While California still faces stiff competition from other film-friendly locations, there’s a growing sense that the Golden State is turning a corner. By modernizing its infrastructure, expanding incentives, and championing its creative community, Hollywood isn’t just reacting — it’s leading a new era of smart, sustainable, and homegrown production.

As global filmmaking decentralizes, California’s message is clear: the industry may be global, but the heart of cinema still beats in Hollywood. But how long for?

Chris Sturges, Business Development Director for

Suspiciously Convenient Productions Inc

Contact: chris@suspiciouslyconvenient.com

Tags: #Hollywood North #Indie Film Revolution #Future Of Filmmaking
#Virtual Production #Cinema Reimagined #Hollywood Trends

#BringFilmBack
#MadeInCalifornia
#HollywoodComeback
#FilmTaxCredit
#StudioRevival
#CaliforniaFilmIndustry

Share this article
The link has been copied!