MICHAEL'S MUSINGS - December 2024
Anticipation was in the air at year-end industry events in Los Angeles and London this month. The collective conviction at AICP and APA Christmas parties, and the PWB black-tie dinner matches a welcome uptick in requests for production service at PSN. Film, television, and commercial production are innovating as they turn a corner toward a promising new year.
PSN Liaison Carolyn Hill pictured top left with Mark Summers & Isabel Echeverry, bottom left with Martell Rose, and top right with Mary Crosse & John Poliquin @AICP. PSN Liaison Pippa Bhatt pictured center with Fiona Bamford-Phillips & Emily Rudge @APA. PSN Founder Michael Moffett pictured bottom right with Walea C. & Erika Howard @PWB.
When the world reaches an inflection point, the radiant faces of these industry friends (and many more) can be the source of change. It’s an empowering thought shared during the FOCUS conversation “Collaborate, Create, Deliver” between Amazon’s Head of Physical Production, Glenn Gainor and PWB Founder, Kayvan Mashayekh. One that lends perspective to our selection of industry insights this month.
Before delving in, I’d be remiss to not share a bit of holiday cheer captured on camera with film support provided by PSN Partners. The magic of Disney is sure to please when directed by Taika Waititi in this Hungry Man production filmed seaside with our service partners in Spain.
Scroll down for more work by our PSN Partners worldwide. Read on for industry insights.
FILM & TELEVISION
Filmmakers Flock To Old World
“The election outcome crystallizes a shift in the way America is perceived abroad, one that has made Europe a land of opportunity for talent.” (Variety)
US Conquest of UK TV
“That new British show you love? There’s a fair chance it is being backed by a US studio. The vibe may be British, but the money is not.” (The Guardian)
Streamers blamed for rising cost of British production
“The cost of producing drama in the U.K. has gone through the roof. The streamers in particular are paying significantly more money for talent, locations and so on.” (Variety)
Diversify To Survive Says Culture Secretary About British TV
““If the shows that [they] make don’t look like and feel like the country, if they don’t directly connect with people, then they’ll switch off.” (The Guardian)
Trump Tariff Talk Tumbles Canadian Currency Value
“The major studios and streamers have already begun returning north to shoot originals. The beneficial exchange rate might present cost-conscious producers with an offer they can’t refuse.” (Hollywood Reporter)
Mainstream To Be Mainstay
“Advertisers don’t want risky shows, but dependable, long-running series they know viewers will turn out for…This will impact the type of talent drawn to TV…We need to start creating our own TV stars because it’s cheaper.” (Screen Daily)
Brand Purpose And Audience Impact Central to Fifth Season & Sugar 23 Studio Launch
“…it’s about brand-funded entertainment that allows brands to play an active role in shaping the future of storytelling at the highest level.” (Real Screen)
Government Intervention In Entertainment Driven By E. Asia Economics
“In China, persistent deflationary risks are driving a reliance on digital platforms and government support, while Japan’s gradual economic recovery is mirrored in its steady structural reforms in the arts. (Variety)
Oscars’ International Feature Race Becomes Platform For Global Politics
Among the strong contenders are films “representing countries that don’t necessarily reflect their own cultures or experiences”. (Screen Daily)
FILM INCENTIVES
Chasing Soft Money In Hard Times During Red Sea Film Festival
“Saudi is the next big thing. International incentives and producing partners come in to help offset falling revenues from foreign pay TV operators.” (Hollywood Reporter)
Czech Republic Incentive Boost Triples Per Project Cap
“We are thrilled. To be honest, we couldn’t wait any longer.” (Deadline)
Thailand Aims For Film Industry Revenues To Mirror Incentive Hike
“An increase in cash rebates for international productions from 20% to 30% with no ceiling.” (Khao Sod)
Historical Pivot Sees Denmark Move To Attract Foreign Film, TV Shoots
“It’s crazy that a series like ‘Miss Smilla’s Feeling for Snow’, which takes place in Greenland and Denmark, has been filmed in Latvia, Lithuania and Iceland, all of which have production rebates.” (Variety)
Greenland Warms to Soft Power Of Film
“Film funding and promotion and will feature a 25% rebate scheme.” (Cineuropa)
British Columbia Boosts Incentive 30% To Remain Hollywood North
“These changes will help us land more top-tier projects, fuel economic and job growth, and showcase everything we love about B.C. to the world.”
Backlogged Greek Incentive to Resume with Clean Slate
“The rebate is becoming more and more critical to every financing plan… we need to focus on transparency and having a fully visible timeline.” (Variety)
ADVERTISING
Production Companies and In-House Studios Collaborate & Compete to Deliver
“Production isn’t going away; in fact, there’s more demand than ever…But clients’ budgets are spread across so many channels that those specialising in providing content for the older ones can often feel shortchanged by the shifts.” (LBB)
Inside Boost To Global Adspend Is Bust For Traditional TV Spot
“Linear (TV) share of adspend continues to fall to 14.3 percent from a peak of 41.3 percent in 2013.” (Worldscreen)
New Revenue Sources Sought in Landmark Madison Ave. Acquisition
“The industry’s best-known products — glitzy TV commercials and print ads — are seen as less effective in spurring consumer purchases and response.” (Variety)
Impact On The Makers: Omnicom Group Mega-Acquisition Of Interpublic Group
“If you’re lucky enough to still work in this industry centered around TV commercial/content/social media production five, ten, or more years from now, you may consider how good it was in 2024/2025.” (WheresSpot)
Delayed Payments And Runaround Put Strain On Production Companies
“We are being asked to bid multiple versions of budgets across multiple countries, sometimes not even for real scenarios but to justify choices around shooting outside the US versus within.” (LBB)
Delayed Gratification At Streamers For Commercial Filmmakers
“We have not seen the take-off of advertising on streamers we had hoped for- in terms of frequency, positioning or the quality of commercials that we do see.” (APA Chief Exec. Steve Davies)
Recession Fears And Political Uncertainty Contain Spend Of North American Marketers
“Only 30% anticipate upping spend for next year, the lowest percentage of any region.” (AdAge)
Women’s Sports Fuel Unilever Tripling of USA Marketing Commitments
“39% of Gen Z and 29% of Millennials have been watching more women’s sports over the last 12 months.” (Unilever)
Unprecedented Slam Dunk – WNBA Ranked Fastest Growing Brand of the Year
“The first time a sports league has been No. 1 on the fastest-growing brands list, as well as the first time a women’s league has appeared.” (Sports Illustrated)
Growth Beyond Borders For UK Advertising
“Only a third of UK advertising firms currently export, revealing immense untapped potential” (The House)
Social Media Under Scrutiny, New Drug Ad Rules In US
“Too many young people are receiving medical advice from influencers instead of their health care professional.” (AP News)
AI Is What We Make Of It
“We have an AI problem. But it’s probably not what you think” (The Drum)
CRAFT
Creatives Craft A Creepy AI Aesthetic
“As cultures shift, so do the way we tell stories.” (The Conversation)
TikTok Empowers Advertisers with AI
“It offers features such as turning text inputs into videos and generating previews that can be edited to finalize the content, remixing, digital avatar creation, translation and more.” (Reuters)
Hollywood HI (Human Intelligence) Powering AI
“After this industry has spent decades fighting piracy, it cannot stand idly by while tech companies steal full libraries of content for their own financial gain.” (Variety)
Netflix Upskilling Integral To Jogba Festival in World’s 4th Largest Market
“If there’s an upcoming project [and] they’re lacking in a specific skill set, like production finance or VFX, our hope is that those voids can be filled directly with the people that have completed the session with us.” (Variety)
Open For Entries To Take Stage Outside Cannes Film Festival
“The Global Production Awards ceremony celebrates outstanding and sustainable work from the world of film and TV production, locations and studios around the globe.” (Screen Daily)
A Green Bow to Wrap 2024
A New Year’s resolution we can all aim for is sustainability on set. At PSN we’re resolved to continue our commitment to offset the carbon footprint of our travel for a 4th consecutive year.
We also applaud Green The Bid for continuing to inspire volunteer efforts to help shift our industry to sustainable and regenerative practices. If you would like to make a donation to support Green The Bid’s work and operations, you can do that on its website or through fundraising platform Pledge. Corporations take note! Green The Bid is a 501(c)3 nonprofit organization so all donations are tax deductible as allowed by law.
Celebrating 25 Years of PGGB
Watching Emmy-Award-Winning Producer Sam Breckman, a maker of True Detective, Night Country, interviewed live at FOCUS for a third Meet The Producer Podcast season reminds me of how invaluable the activities of trade bodies like the Production Guild of Great Britain (PGGB) are to our industry.
The interest we share in facilitating and celebrating the work of PGGB members serves as a foundation for PSN development discussions with producers planning to film abroad. The Guild has enabled PSN to welcome select UK producers on filmmaker FAM trips to Colombia, Spain, and Portugal to equip them with firsthand knowledge about filming in those destinations.
Here’s to many more years of successful collaboration.
Featured holidays service productions
