For decades, the name ‘Hollywood’ was synonymous with the global film and television industry, a cultural and economic colossus nestled in California. Yet, if you still consider the Golden State the undisputed heartbeat of cinematic creation, it is time to update that script. A significant shift has occurred, with Georgia emerging as a formidable rival, quietly but assertively redrawing the map of film production in the United States. This isn’t merely a fleeting trend; it represents a profound realignment of economic and creative forces within the entertainment sector, driven by strategic policy and robust development.
Georgia’s ascent is not just a story of ambition but a testament to a meticulously cultivated ecosystem. It is a narrative underpinned by billions in annual economic spending, an expansive network of state-of-the-art studio infrastructure, and a rapidly expanding, highly skilled workforce. This transformation has not only reshaped the state’s economy but has also made it a critical player in the national entertainment landscape, attracting an array of high-profile productions that were once the exclusive domain of traditional film centers. The Peach State, once known primarily for its agriculture and history, has cultivated a new identity: the ‘Hollywood of the South.’
This in-depth exploration will dissect the fundamental reasons behind Georgia’s meteoric rise, examining the pivotal economic and strategic factors that have consistently drawn major film and television productions away from traditional hubs. We will delve into the critical advantages that have enabled Georgia to become, as of mid-2025, the No. 1 state for film production in the U.S., according to Business Facilities Magazine’s annual rankings, solidifying its pivotal role in the national entertainment landscape and offering a compelling alternative to California’s long-held dominance.
1. **The Transformative Power of Georgia’s Film Tax Incentives**The most significant catalyst for Georgia’s cinematic boom can be attributed directly to its exceptionally competitive film tax credit program. Introduced in 2008, this legislation fundamentally altered the economic calculus for production companies, offering substantial financial incentives that proved irresistible. The program provides a transferable 20% income tax credit on in-state costs for qualified productions spending at least $500,000, with an additional 10% ‘rising star’ credit available for productions that embed a promotional logo in their credits, effectively bringing the total incentive to 30%.
This robust incentive package has been nothing short of a game-changer, dramatically reorienting where major studios and independent filmmakers choose to base their projects. The numbers vividly illustrate this impact: before Georgia introduced its enhanced tax incentives in 2008, the industry’s direct spend was a modest $135 million. Fast forward to 2022, and that figure skyrocketed to an astonishing $4.4 billion in a single year, a testament to the program’s unparalleled effectiveness in attracting investment and production activity.
A key feature distinguishing Georgia’s program is its unique structure. As a tax credit rather than a rebate, there is no inherent limit on the amount of credits that can be earned in a given year, nor is there a sunset clause, providing long-term predictability and stability for investors. Moreover, the credits are transferable, allowing companies to sell them to other businesses if they don’t have sufficient Georgia tax liability to utilize them directly. This flexibility and reliability have made Georgia’s program one of the most competitive worldwide, with $1.24 billion in credits certified last year, and a 2023 study reporting that “Without it, over 92% of productions would reportedly film elsewhere.”
2. **Unprecedented Infrastructure Expansion: Building a Production Mecca**Beyond tax incentives, Georgia’s strategic investment in world-class production facilities has cemented its status as a top-tier filming destination. This commitment to building a robust physical infrastructure has been nothing short of remarkable, transforming the state into a true production powerhouse. In 2023, Georgia surpassed New York in square footage of film stage space, solidifying its position as the number two state in the country, behind only California.
The scale of this growth is extraordinary. From a modest 45,000 square feet of dedicated stage space in 2010, the state’s capacity surged to over 5.6 million square feet across 212 stages by 2023. This expansion wasn’t accidental; it was backed by significant financial commitments, including $1.28 billion in studio construction investment from 2012 to 2022. These facilities, notably including Tyler Perry Studios, Trilith Studios (formerly Pinewood Atlanta), and Assembly Atlanta, are now iconic landmarks in the global film industry, capable of hosting multiple simultaneous large-scale shoots.
The expansion shows no signs of slowing, with nearly $3 billion more in planned investments for 2024–2027. Projections indicate that Georgia is on track to reach 7 million square feet of stages by the end of 2025, which would surpass all other states, making it the undeniable U.S. leader in production capacity. This foresight in infrastructure development provides filmmakers with the resources they need to bring the largest and most complex visions to life, ensuring that Georgia is not just a temporary filming location but a permanent home for high-end productions.
3. **Cultivating a Robust, Homegrown Skilled Workforce**While tax incentives and infrastructure are crucial, the human element—a skilled and dedicated workforce—is equally vital to a thriving film industry. Georgia has excelled in cultivating a robust local talent pool, ensuring that productions have access to experienced professionals across all crafts. This has led to the employment of nearly 60,000 people statewide, encompassing direct roles in production as well as indirect jobs in supporting sectors such as construction, hospitality, and real estate.
In metro Atlanta alone, over 5,000 technicians and crew members actively support ongoing projects, demonstrating the density of expertise available. The impact of this local workforce is tangible: a typical medium-budget feature film hires 150–175 locals, while larger blockbusters can employ 200–250 Georgians. This emphasis on local hiring not only reduces production costs but also strengthens the state’s economic fabric and fosters a deep sense of community within the industry.
Organizations like the Georgia Film Academy have been instrumental in this workforce development, responsively designing curricula to meet the industry’s evolving needs. This proactive approach ensures a continuous pipeline of trained professionals, from grips and gaffers to makeup artists and set designers. As Eric Goins, SAG-AFTRA Atlanta local President, eloquently stated, “We are not household names, but we are heads of households,” underscoring that the industry sustains thousands of working-class families. Local actress Anisa Nyell Johnson further emphasized this, noting how “vital our state infrastructure and talent pool have become to productions of all sizes,” highlighting the significant evolution and capabilities of Georgia’s creative community.
4. **The Far-Reaching Economic Ripple Effect of Film Production**Georgia’s film industry does not merely generate revenue within the creative sector; it initiates a profound ripple effect that permeates and invigorates the entire state economy. The sheer scale of direct spending by film and television productions translates into a blockbuster contribution to Georgia’s fiscal health. In fiscal year 2024, direct spending reached $2.6 billion, contributing to an impressive three-year total of $11 billion from FY 2022 to FY 2024. This follows a peak of $4.4 billion in FY 2022, underscoring the industry’s immense capacity for economic influence.
A comprehensive 2023 study by Olsberg SPI, commissioned by the Georgia Screen Entertainment Coalition, revealed that production spending grew over 17% annually from 2012 to 2023. This growth generated a cumulative $29.65 billion in economic impact and supported $12.2 billion in wages over the past five years alone, demonstrating the industry’s sustained and substantial financial contribution. The return on investment for the state’s incentives is equally compelling, with Georgia seeing “$6.30 back in economic benefits for every $1 in tax incentives” – a figure that speaks volumes about the program’s efficiency.
The economic benefits extend far beyond the immediate confines of film sets. When a production rolls into town, local businesses across various sectors experience a significant boost. Restaurants, hotels, mom-and-pop shops, and even car rental services witness a surge in revenue. As Darius Evans, Co-President of the Georgia Production Partnership (GPP), succinctly put it, “This industry doesn’t just create jobs; it sustains entire communities.” For instance, Marvel’s Black Panther alone employed over 3,100 Georgians and paid out $26.5 million in wages, showcasing how these projects inject substantial funds directly into local pockets and businesses, fostering a vibrant and interconnected economic ecosystem.
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5. **Geographic Diversity: A Filmmaker’s Paradise of Locations**One of Georgia’s most compelling assets for filmmakers, complementing its financial incentives and infrastructure, is its remarkable geographic diversity. The state offers an extraordinary range of natural and urban backdrops within its borders, making it an incredibly versatile canvas for storytellers. From the rugged beauty of the North Georgia mountains to the picturesque coastal areas near Savannah, the state provides an incredible array of natural settings that can mimic countless global locations.
This geographic advantage translates into significant practical benefits for productions. Filmmakers can shoot multiple scenes requiring vastly different environments without the prohibitive costs and logistical complexities of relocating to different states. This ability to find urban skylines, rural landscapes, dense forests, or coastal marshes all within a manageable distance saves both time and money, making Georgia an incredibly efficient choice for a broad spectrum of projects.
The Georgia Film Office plays a crucial role in leveraging this diversity, maintaining a comprehensive locations database of thousands of properties and providing invaluable scouting assistance to productions. Beyond natural landscapes, the state’s varied architecture, ranging from historic antebellum mansions to sleek modern urban centers, further expands the possibilities for period pieces, contemporary dramas, and everything in between, ensuring that Georgia can authentically represent almost any setting a director might envision.
6. **Strategic Repurposing: Transforming History into Production Hubs**Georgia’s ingenuity in expanding its production capacity extends to a highly strategic and cost-effective approach: the repurposing of former military installations and industrial sites into state-of-the-art production facilities. This innovative adaptive reuse has allowed the state to create massive, sprawling studio complexes at a fraction of the cost and time it would take to build entirely new facilities, turning former sites of industry and defense into vibrant centers of cinematic creation.
Notable examples abound, illustrating this shrewd strategy. Tyler Perry Studios, a monumental success story in itself, found its home at Atlanta’s former Fort McPherson, a sprawling 330-acre facility that once served as a bustling U.S. Army base. Similarly, Assembly Atlanta in Doraville occupies the 135-acre site of the former General Motors Assembly plant, transforming an automotive manufacturing giant into a film production titan. BlueStar Studios has also emerged at the former Fort Gillem, further demonstrating the viability and success of this model.
This approach not only provides vast, ready-made footprints for expansion but also breathes new life into formerly abandoned or underutilized properties. It represents a synergy of economic development and environmental sustainability, showcasing Georgia’s commitment to resourcefulness. By leveraging existing large-scale properties, the state has rapidly escalated its studio footprint, enabling it to accommodate an ever-increasing demand from major film and television productions, while also preserving significant historical sites with a new, dynamic purpose.
7. **Elevating Post-Production Capabilities: Completing the Cinematic Ecosystem**Georgia’s strategic vision for its film industry extends well beyond the initial stages of production, encompassing a deliberate build-out of its post-production capabilities. The state is actively cultivating a comprehensive cinematic ecosystem designed to handle every phase of filmmaking, from initial shoot to final cut. This integrated approach ensures that Georgia not only attracts filming but also retains the high-value work associated with editing, visual effects, and sound design within its borders.
A significant development reinforcing this commitment is the recent legislative action to reinstate and extend tax credits specifically for post-production activities. Lawmakers passed House Bill 129, which revives a tax credit for film postproduction services, such as editing and visual effects, previously expired in 2023. This bill crucially extends the expiration date for this post-production credit to 2031 and caps the annual tax break for film companies at $10 million, providing a stable and attractive incentive for specialized firms.
This renewed tax credit for stand-alone film and television postproduction companies is slated to go into effect on January 1, 2026. Overseen by the Georgia Department of Revenue, it will allow post-production companies to earn tax credits on footage, whether it was shot in Georgia or elsewhere, as long as the post-production work itself is performed within the state. This strategic move is instrumental in capturing a larger share of the overall production value chain, solidifying Georgia’s appeal as a full-service film hub.
Further illustrating this growth, virtual effects studios like Whiskytree are actively meeting the rising demand for sophisticated post-production services. Whiskytree’s Alpharetta facility, opened in January, provides a comprehensive suite including on-set visual effects supervision, compositing, environment creation, set extension, effects simulation, and advanced XR/VR capabilities. Such investments underscore Georgia’s expanding capacity and expertise.
8. **Georgia as a Magnet for Blockbuster Productions: A Star-Studded Roster**The ultimate testament to Georgia’s success in transforming its film industry is the consistently impressive roster of blockbuster productions and beloved series that choose the state as their primary home base. This is not merely anecdotal evidence; it represents a tangible shift in industry preference, driven by the compelling combination of financial incentives, advanced infrastructure, and a skilled workforce. Georgia has successfully positioned itself as an indispensable location for major studios and independent filmmakers alike.
The state proudly continues to host popular episodic productions that have garnered global acclaim, such as ‘Cobra Kai,’ ‘Will Trent,’ and ‘Stranger Things.’ These long-running series serve as economic anchors, providing sustained employment and injecting consistent spending into the local economy. Recently, Netflix wrapped the sixth and final season of “Cobra Kai,” with wrap party photos circulating widely, while ABC’s “Will Trent” concluded its second season and is slated for a third in 2025, underscoring Georgia’s integral role in ongoing television production.
Beyond episodic television, Georgia has also become a favored location for some of Hollywood’s biggest cinematic endeavors, particularly those from the Marvel Cinematic Universe. Iconic productions like “Avengers: Endgame” and “Black Panther” have extensively utilized Georgia’s state-of-the-art facilities and its deep pool of local crew talent. These projects not only contribute significantly to the state’s economy but also elevate its global profile as a premier filming destination.
The sheer volume and caliber of productions underscore Georgia’s sustained appeal. Since 1972, over 700 feature films, TV movies, series, and pilots have been produced, with Atlanta as a bustling epicenter. In early 2025, Georgia consistently hosted 20 to 30 active productions, from pilots to major commercials. This continuous stream, often under pseudonyms like “Cedar Lodge” for “Stranger Things,” highlights the high-volume environment defining Georgia’s film landscape.
9. **Authoritative Recognition and Industry Rankings: Solidifying Georgia’s Standing**Georgia’s relentless pursuit of excellence in film production has not gone unnoticed by industry watchdogs and publications, culminating in significant authoritative recognition and top-tier rankings. These accolades are not just honorary; they serve as a powerful validation of the state’s strategic investments and robust ecosystem, firmly establishing Georgia’s authoritative position in the global entertainment landscape. The consistent acknowledgement from respected sources reinforces the state’s status as a leading destination for filmmakers.
Business Facilities Magazine, a prominent publication tracking economic development, has been a key voice in this recognition. In its 2024 Rankings Report, Georgia was once again ranked No. 1 in Film Production, a testament to its sustained commitment and growth. This marks the second consecutive year the state has earned this prestigious top spot, clearly signaling a long-term trend rather than a fleeting moment of success. Such repeated recognition underlines Georgia’s unwavering dedication to fostering a thriving film industry.
In a broader context, Georgia’s film industry demonstrably outpaces most other states, now rivaling New York in production volume and infrastructure. It trails only California in overall production scale, effectively positioning itself as the leading alternative to traditional film centers. This remarkable ascent is largely due to the state’s ability to offer many of the same high-caliber advantages as California, but often at a more cost-effective rate, making it an irresistible proposition for producers navigating tight budgets.
The state’s journey is marked by historical milestones, further affirming its enduring legacy. 2023 celebrated the 50th anniversary of the Georgia Film Office, pivotal in shaping the state’s production prowess. This milestone coincided with $4.1 billion spent on production that year, as reported by Georgia Trend Magazine, illustrating a half-century of strategic development and global recognition.
10. **Navigating Industry Headwinds: Georgia’s Strategic Adaptation to Challenges**Even as Georgia enjoys its status as a top film production hub, the industry is not immune to broader economic shifts and evolving global trends. The state’s film sector has faced significant headwinds, demonstrating its need for strategic adaptation to maintain its competitive edge. These challenges underscore the dynamic nature of the entertainment business and Georgia’s ongoing efforts to navigate an increasingly complex landscape.
One of the most immediate impacts was felt in fiscal year 2024, when production spending declined to $2.6 billion from $4.1 billion in the previous year, according to the Georgia Film Office. This drop was a direct consequence of a series of severe disruptions, often referred to as the “Great Contraction.” The industry absorbed repeated hits, starting with the global pandemic, followed by the significant Writers Guild of America (WGA) and SAG-AFTRA strikes in 2023, which effectively halved production numbers and led to a substantial reduction in film and TV shoots.
The slowdown had tangible effects on the ground. Cardellia Hunter, the director of film and entertainment for the City of Atlanta Mayor’s Office, noted the presence of “a whole lot of empty lots right now” at Georgia’s production studios, reflecting the decrease in active projects. However, despite these setbacks, industry experts maintain an optimistic outlook, anticipating a robust rebound. The $2.6 billion spend in FY 2024, while lower than the peak of $4.4 billion, is largely seen as a post-strike recovery phase, with projections pointing towards a return to higher production levels by late 2025 as new studios and projects come online.
Further compounding these challenges are broader industry trends, including streaming consolidation and the rapid advancements in artificial intelligence (AI). These factors introduce new uncertainties for filmmakers and production companies globally. A notable example of this adaptation is Tyler Perry’s decision to pause an $800 million studio expansion in 2024, directly citing concerns about the long-term implications of AI on content creation. This reflects a cautious but necessary approach to evolving technological landscapes.
Moreover, independent films, particularly those with budgets ranging from $1 million to $15 million, have been disproportionately affected by new auditing requirements for tax credits, adding another layer of complexity. Despite these global and local pressures, Georgia’s $2.6 billion FY 2024 spending figure during a broader industry downturn underscores its resilience and continued appeal as it strategically navigates the shifting sands of the entertainment world.
11. **Political Stability and Bipartisan Support: A Foundation for Sustained Growth**A critical factor contributing to Georgia’s sustained film industry success is its remarkable political stability and broad bipartisan support. Unlike other states where film incentives spark contention, Georgia’s program consistently garners approval across the political spectrum, fostering predictability and long-term viability. This consistent backing is a cornerstone of the industry’s robust health.
This widespread support is not merely theoretical; it is deeply rooted in public opinion. A survey of 1,000 likely Georgia voters, released in March by the Georgia Screen Entertainment Coalition (GSEC), revealed compelling statistics: 82% of respondents feared a loss of jobs, and 78% expressed concern that Georgia businesses would suffer revenue losses if the film tax incentive were altered or limited. Kelsey Moore, Executive Director of the GSEC, succinctly summarized this sentiment, stating, “Ultimately, the film tax incentive in Georgia is actually very, very popular.”
This strong public and political consensus has provided a crucial buffer against potential legislative changes or political interference that could destabilize the industry. The failure of certain bills aiming to significantly modify the tax credit program to pass into law serves as a direct testament to this protective environment. Such legislative reprieves are invaluable for an industry that relies heavily on these incentives and meticulously monitors any proposed policy shifts.
Even in instances where legislators have proposed modifications to the tax credit program, the film industry and its advocates have successfully engaged with lawmakers. Through collaborative efforts, they have consistently worked to maintain the core benefits that make Georgia an attractive and competitive destination for producers. This ongoing dialogue and commitment from leadership, including figures like Mayor Dickens and organizations such as the Georgia Production Partnership (GPP) and SAG-AFTRA, reinforce the notion that Georgia is not just an alternative to Hollywood but is actively becoming a new industry standard.
12. **Innovation and Technology Integration: Scripting the Future of Production**Georgia’s film industry is not content merely to be a major production hub; it is actively embracing innovation and integrating cutting-edge technologies to shape the future of entertainment. The state understands that staying competitive means not just keeping pace with technological changes, but proactively adopting and fostering an environment where new methods and creative solutions can flourish. This forward-thinking approach ensures Georgia remains at the forefront of cinematic evolution.
A prime example of this innovative spirit is Francis Ford Coppola’s recent announcement regarding the All-Movie Hotel in Peachtree City. This unique hybrid property, a former Days Inn motel, has been ingeniously remodeled to include advanced post-production facilities. Developed while his team was in Georgia producing the upcoming film “Megalopolis,” the hotel will serve both as a resource for filmmakers requiring on-site post-production capabilities and as a tourist attraction for film enthusiasts. This initiative exemplifies Georgia’s creative approach to maximizing the value of its film industry investments by blending production infrastructure with broader economic opportunities.
Furthermore, the state is actively grappling with the profound implications of artificial intelligence (AI) in film production. While some studios, like Tyler Perry’s, have adjusted expansion plans due to AI concerns, Georgia is also fostering spaces where AI and other advanced virtual production techniques can be explored and integrated. This adaptive stance reflects a commitment to understanding and leveraging new technologies, ensuring that the industry remains agile and prepared for future shifts in production methodologies.
The growth of virtual effects studios, like Whiskytree in Alpharetta, further highlights Georgia’s technological integration. These facilities are critical for providing state-of-the-art services such as on-set visual effects supervision, advanced compositing, and extended reality (XR/VR) applications. Nurturing such high-tech capabilities positions Georgia as a leader, redefining creative and technical possibilities in film and television production.
**Conclusion**
As Georgia celebrates more than five decades of the Georgia Film Office, its trajectory is clear: the state has definitively transitioned into an undeniable powerhouse in the global entertainment industry. The remarkable synergy of unparalleled tax incentives, continuous infrastructure development, a deeply cultivated skilled workforce, and a politically stable, supportive environment has created a robust ecosystem capable of attracting and sustaining the world’s most ambitious productions. Even amidst global industry contractions and new technologies, Georgia’s resilience and adaptability shine, affirming its authoritative position. With economic clout, cutting-edge facilities, and a steadfast commitment to fostering creativity, Georgia is actively setting a new standard. The Peach State is not just rolling credits on the old way; it is embarking on its most compelling sequel yet, inviting the world to witness the next chapter of cinematic magic.
