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ECONOMY

‘Work is coming’: Film industry leaders see signs of a New Mexico rebound

Trump voiced support for a national film incentive, exciting industry

Composer Steve Herrera, left, and Ruby Garcia, president of Background Actors Association of New Mexico, join hundreds of others in watching a video message from Netflix co-CEO Ted Sarandos during the On Set in New Mexico: Film and Media Conference in Albuquerque on Wednesday. Sarandos called New Mexico a long-term home for the streaming company.
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Things are brewing in New Mexico’s film industry.

That was one of several insights that came from a sold-out, two-day film and media conference in Albuquerque last week. The event, hosted by the New Mexico Film Office, brought together film professionals, experts and leaders from across the state and country at Central New Mexico Community College’s new state-of-the-art film center in the Albuquerque Rail Yards.

While Netflix co-CEO Ted Sarandos could not attend in person, he sent a video message kicking off the conference that sent waves of buzz throughout the event.

“We’re … working on an exciting production announcement in New Mexico,” Sarandos said. “We hoped to be able to share the full details at this conference, but unfortunately, we’re not quite ready. But something big is coming, and we’re thrilled about it.”

During a panel discussion on the state of film unions, IATSE Local 480 New Mexico’s business representative, Dooner (who only goes by one name), said he expects production activity to pick up this fall. IATSE represents some 2,000 local film technicians.

“I have three important words: Work is coming,” Dooner said. “That’s my update for you. Work is coming. Shows are starting up. We’ve got a bunch of people in prep already, and there’s more to come. … It’s going to be one heck of a busy fall here in New Mexico.”

Dooner’s update prompted applause from a room full of film industry workers who have seen less work in recent years — the result of a national and global downturn in productions.

After film activity peaked between 2021 and 2022, contraction was spurred by a Writers Guild of America strike in 2023 and further fueled by increased international competition and streaming platforms shifting their priorities from subscriber growth to “profitability, free cash flow and disciplined content spend,” according to an economic impact report released by the New Mexico Film Office in August.

The effects of the slowdown have been felt in New Mexico.

“I’m used to that in the industry,” said Rio Rancho-based camera operator Chris Taylor, who moved from Los Angeles to New Mexico in 2019. “When I was in LA, (productions would) go to Canada and come back and go to Canada and come back. So it’s always been a roller coaster ride, (but) this dry spell’s been the worst so far.”

Taylor said the last few years marked the first time he’s had to adopt side hustles, like window tinting, alongside his film career to make ends meet. The same goes for Taylor’s wife — actress and SAG-AFTRA New Mexico Vice President Elise Falanga Taylor — who’s had to take up a gig as an Lyft driver.

“It’s been rough,” she said, adding that she’s resonated with Bon Jovi’s “Livin’ on a Prayer” the last few years. “I'm like, ‘How does a middle-aged, college-educated woman end up in the desert, driving her car around and picking people up?’”

Netflix co-CEO Ted Sarandos addresses New Mexico film professionals by video during the On Set in New Mexico: Film and Media Conference in Albuquerque on Wednesday. Sarandos said "something big is coming" to the Land of Enchantment, though the company was not ready to share exactly what.
Terryn André, with the Santa Fe International Film Festival, hands out merch at the On Set in New Mexico: Film and Media Conference in Albuquerque on Wednesday. The conference had several film offices, commissions and vendors from across the state in attendance.

The slowdown was mentioned several times throughout the conference, but so was the notion that there are reasons for optimism about the future.

A primary driver of that optimism, the conference’s film experts and speakers said, is a social media post from President Donald Trump last week. On Aug. 31, Trump took to Truth Social to declare his support for a national film incentive after a meeting with Hollywood ambassador Jon Voight.

“Congress should approve, immediately, a Federal Production Incentive to create Entertainment Jobs in America. It can be done quickly, accurately, efficiently and, importantly, will benefit ALL of America,” Trump wrote. “What we watch on the Silver Screen should be made in what was once the Movie and Motion Picture Capital of the World. Let’s get this done!“

The president said meetings are already being set up between Republican and Democrat leaders to ensure that the effort is swift and bipartisan.

The announcement comes during a time when more productions are choosing to film outside the ϼ States due to lower production costs, cheaper labor and competitive film incentives. In a presentation, Alex LoVerde, CEO of production intelligence platform ProdPro, highlighted data showing that global production spend dropped 14% between 2022 and 2025, while the U.S. saw a 37% drop.

“The contraction in the U.S. is significantly larger than the contraction globally,” LoVerde said.

In looking at how individual U.S. states performed last year compared to 2022, LoVerde said New Mexico’s production spend last year was 60% of what it was in 2022, just slightly below the U.S. overall at 63%. Other production hubs like New Jersey and Texas saw increases in production spend compared with 2022, while Georgia and Louisiana only saw 42% and 6% of their 2022 spend, respectively.

“So New Mexico’s decline since 2022 has roughly been in line with the broader U.S. market,” LoVerde said.

Katie Pryor — president and co-founder of FilmUSA, a nonprofit trade organization that represents film commissions across the country — attested to LoVerde’s findings. She is also the film commissioner for Baton Rouge and said the commission has recently lost productions to Bulgaria “like six times.”

“Right now, we’re in a world where the states individually cannot compete with other countries,” Pryor said.

That is part of why Pryor, FilmUSA and others in the industry have spent years advocating for the U.S. to create its own film office and national film incentive. Pryor and others hailed Trump’s support for the initiative, saying it represents a significant step in seeing the effort come to fruition.

“This is the start of something incredible, and I don’t know if the energy and excitement is coming through, but this is big,” Pryor said. “Things are about to change drastically for our entire nation and industry.”

During a Q&A, one conference attendee expressed hesitance about the effort receiving support from an administration they said has fueled fears of censorship. But Pryor and other speakers noted that they believe the effort will be truly bipartisan and focused on increasing labor.

Pryor acknowledged that the first draft of legislation may need some work and won’t “fix everything,” but that it does mark an important beginning.

“We all … are either people who have not worked in several years or have loved ones that have not worked in several years,” she said. “And this is the first chance we really have to impact that at a national level and (make) us globally competitive. I think that this is groundbreaking.”

Editor’s note: A previous version of this story incorrectly stated the car service company that Elise Falanga Taylor works for.

Kylie Garcia covers retail and real estate for the Journal. You can reach her at kgarcia@abqjournal.com.