Imagine “The Walking Dead” in Bithlo or “Stranger Things” in Pine Hills.
It could have happened.
The pop culture megahits, still available on streaming platforms, were filmed in Georgia, which offers generous tax incentives for motion picture and video production while Florida, once ranked as high as third in the nation for production work, dumped its incentive program.
“We were going gangbusters in the ’90s,” said Roseann Harrington, Orange County Mayor Jerry Demings’ chief of staff, while pitching a film incentive program to county commissioners on Tuesday. “We were going to be the ‘Hollywood of the East,’ and we were on our way to doing that when, in 2016, the state ended incentives, and things kind of dried up in Florida, in Orlando and in other parts.”
She said Georgia then invested “a ton of state money” and replaced Florida among the top three U.S. film locations.
Commissioners — who listened to a cast of advocates, including actors — decided unanimously Tuesday to roll out the red carpet for filmmakers beginning next year. The board approved a tourist-tax-funded program to make up to $25 million over five years available to film production companies that “positively” feature Orange County, Florida; hire local talent; and stay in Orange County hotels.
The money would be paid as a rebate for production costs after a project is finished and compliance with the terms of the program is verified.
To qualify for incentives, all projects must include a count of hotel room nights and prominently feature, highlight, or brand Orange County and/or its municipalities. Promotional content must include clear and recognizable depictions of Orange County’s assets.
Live events, unscripted reality shows, political programming and talk shows are not eligible for funding. Commercials may seek rebates for production costs but any program or commercial video that solicits money or promotes gambling are ineligible. Also, no porn.
“If we have this Orange County film incentive, I know we’ll bring the work here,” said Adam Vernier, whose film credits include straight-to-video sequels “Bring It On: In It to Win It,” “Ace Ventura 3,” and “Beethoven’s Big Break.” He added in jest, “I know you’ve seen them all.”
Eddie Venegas, who described himself as a filmmaker and a Screen Actors Guild-eligible performer, said the film incentive program first proposed by former Orange County Commissioner Emily Bonilla, “is not a gamble but a strategic, data driven economic tool that counties across the country have already proven effective.”
Film and production schools at Full Sail University, the University of Central Florida, Valencia College and others produce more than 3,000 graduates a year eager for work. Many would prefer to stay in Central Florida but must chase opportunities outside of Orlando.
“Every production, whether it’s a commercial, a mini-series or a streaming project, creates real, trackable outcomes, jobs for local crews, spending with local vendors, hotel stays, increased visibility for tourism and long term returns on investment,” Venegas said.
“I’ve seen this firsthand as a principal actor on a national commercial for Visa last year that was filmed in the Mills/50 District. The impact that it had in just one weekend of work: dozens of Floridians were hired — dozens of local Floridians living in Orange County specifically, including myself,” he said. “Every dollar stayed right here. This is clean economic activity with a measurable footprint.”
Kenneth Brown, who moved to Orlando from Los Angeles in 2020, said the program is already creating “buzz” for his new home.
The mayor was most interested in Brown’s screen credit, “Spider-Man 3,” and wanted to know his role.
He rubbed his bald head and admitted it was a minor role.
“I was the guy with the dreadlocks standing beside Tobey,” he said, referring to the movie’s star, Tobey Maguire.
Despite the hoopla, a 2019 study published on the National Bureau of Economic Research website suggests that incentive programs for movie production generally have mixed to insignificant impact on job creation and economic development.
But all the reviews were thumbs up Tuesday.
Harrington pointed out that productions assisted by Georgia’s program typically feature a peach at the end of their credits. She envisioned productions benefitting from Orange County’s incentive program could end their credit spool with an orange, the county’s logo.
shudak@orlandosentinel.com