ϼ

ECONOMY

‘A huge impact’: New Mexico Film Office reaches $56 million spending record in rural areas

Santa Fe Film commissioner hopes Uplift Zone film credit will expand to include more small towns

Joaquin Phoenix and Pedro Pascal face off in a scene from the 2025 film “Eddington.” The movie was shot in Truth or Consequences, as well as in Santa Fe County and around Albuquerque. In TorC, the production benefited from filming mostly in the New Mexico Film Office’s Uplift Zone, which provides an additional 10% refundable tax credit to a 25% base credit for filming in the state.
Published Modified

Destiny Mitchell remembers standing in 100-degree heat in downtown Truth or Consequences over two days in the spring of 2024, waiting for Ari Aster to call action on the set of “Eddington.”

“I was in the protest scene in front of the Bank of the Southwest,” said Mitchell, a town commissioner at the time who answered the film’s call for extras. “I was literally a foot away from Joaquin Phoenix, and it was amazing to be right there.”

For Mitchell and the roughly 6,000 full-time residents of TorC, the filming of the major motion picture came and went like a dust storm in the high desert, shutting down whole sections of town from March through early May of that year as Aster filmed a story about pandemic chaos against a distinctly New Mexican backdrop.

But the economic benefits of Aster choosing TorC as his primary filming location have persisted for much longer.

“It had a huge impact on the community,” Mitchell said.

On top of a 25% base tax credit film productions receive for filming in the Land of Enchantment, “Eddington” benefitted from an additional 10% tax credit for shooting more than 60 miles outside either of the state’s major film centers: Santa Fe and Albuquerque.

The New Mexico Film Office announced this month that film spending in the Uplift Zone, as it’s called, hit a record $55.74 million in spending in fiscal year 2026, easily surpassing the previous record of $50.2 million in FY 2022.

“It’s about creating film opportunities far beyond New Mexico’s traditional production hubs to keep New Mexicans working,” New Mexico Film Office Director Steve Graham said in a statement. “For small towns, there is an immediate and significant impact. This record-setting year shows the value of investing in our communities and expanding the reach of New Mexico’s film industry.”

It’s a trend New Mexico film officials hope to continue amid rising competition from other states — and countries — looking to attract major productions to film in their backyards.

In 2023, New Mexico Gov. Michelle Lujan Grisham signed Senate Bill 12, which increased the tax benefit of the Uplift Zone from 5% to 10%.

“The Uplift incentive helps keep us competitive, bringing jobs, production spending and continued economic opportunities to communities throughout the state,” Lujan Grisham said in a statement. “Productions may come for the incentives, but they return for our talented crews and strong industry infrastructure.”

New Mexico’s film industry has generated more than $6.4 billion since 2020 in overall economic impact, according to the Film Office, which counted 63 productions generating $320 million in spending across the state for the current fiscal year ending June 30.

Spending in the Uplift Zone hit $42.15 million in FY 2024 and $32 million in FY 2025.

Jennifer LaBar-Tapia, film commissioner at the Santa Fe Film Office, said the Uplift Zone can be thought of like “bubbles” with 60-mile radiuses around Albuquerque and Santa Fe city halls.

Filming outside those bubbles activates the 10% additional tax credit. Inside them, she said, many rural New Mexico towns may be missing out.

“I’m happy to see it hitting all areas of the state,” LaBar-Tapia said. “I just am hopeful that we can get that radius to shrink so that it could benefit even more rural communities, especially northern New Mexico.”

Taos County recently became home to its first film studio: 7K Studios, which owner Jenny Natelson and her partner, Sayer Danforth, launched this spring on the site of the shuttered St. Francis Catholic Parochial School in Ranchos de Taos. Taos is also working toward reopening a film office to help coordinate productions filming locally.

“We’re so excited that the state, you know, is like seeing revenue in rural areas for film and production, because Taos is a rural area, and we want to increase visibility for production here, for sure,” Natelson said.

While 7K Studios falls within the Uplift Zone, LaBar-Tapia thinks other appealing film locations, like southern Taos County, Ghost Ranch, Española and Hernandez, might attract more productions if they were included.

“It’s great that productions are getting out there,” she said. “But I have concerns that truly rural communities in New Mexico are excluded because of the way it’s structured now. We’re hoping to get that changed.”

In the meantime, farther flung communities like TorC are still reaping the benefits of a big production coming to town.

“It’s almost like a ‘Breaking Bad’ phenomenon,” she said. “Anybody who has seen the movie, they seem to have a desire to come down here. Most of the buildings are still painted, saying, you know, ‘Eddington’ Rock Shop, ‘Eddington’ City Hall — they’re all still here.”

John Miller is the ϼ’s northern New Mexico correspondent. He can be reached at jmiller@abqjournal.com.