Wide Angle

Auckland Screen Industry Growing

Auckland's screen production momentum fuels international and domestic growth with new infrastructure in sight.

Auckland’s screen production industry has a new lease of life and 2015 is shaping up to be a good one. Demand is being driven by major international and domestic productions being shot around the city.

Local industry momentum kicked off in Auckland last year with Weinstein Company’s Crouching Tiger, Hidden Dragon II: The Green Destiny and has continued since. A large array of big-brand TVCs, Power Rangers, and a new sci-fi TV show Shannara are among productions being shot around the city.

Statistics New Zealand’s latest industry economic data shows, after two consecutive years of screen production revenue falling in Auckland, 2014 had a revenue increase of more than $30 million, taking it to $647 million. The region accounted for nearly half the national industry last year. A key factor was the Government’s improved tax incentives for international productions, which restored NZ’s (and therefore Auckland’s) global competitiveness and gave confidence to international producers who were considering making films here.

Auckland Tourism, Events and Economic Development (ATEED) is responsible for driving the growth of the screen and digital industry, which is identified in Auckland Council’s Economic Development Strategy 2012 to 2022 as a key sector of competitive advantage. On an ongoing basis, ATEED’s Screen Auckland team liaises with the industry locally, nationally, and internationally. It was on board with the sector when concerns were growing around NZ’s filming tax incentives being uncompetitive with key competitor nations. Screen Auckland’s team worked with The Green Destiny production team, including around location scouting and ensuring the production’s interaction with the city was as smooth as possible.

With major producers citing the uncompetitive incentives as a reason why they chose not to come to Auckland, and the local industry’s concerns, ATEED became a strong advocate for the industry in talks with the Government over the need to increase the incentives to prevent the industry falling away. Screen Auckland’s production attraction specialists keep up discussions with international producers and pitch Auckland internationally as a filming destination. But the tax incentives are just part of a complex industry picture.

Auckland’s global reputation

Auckland and the North Island’s fantasy genre locations are internationally unique and a major attraction for producers of domestic and international feature films, television series, and television commercials.

Another drawcard is Auckland’s reputation for world-class crews which are adept at fast-turnaround filming based on a history of shows such as Xena, Spartacus, and Power Rangers. Producers know they don’t need to bring in talent; it’s all here.

Over the past 12 months, household names such as Samsung, Lipton Tea, Ford, and BMW have shot commercials in Auckland. Power Rangers filming has returned to Auckland, and Shannara – the television adaptation of the best-selling fantasy books – is currently filming.

The Screen Auckland team is responsible for permitting all filming on public open spaces in the region, on behalf of Auckland Council. The number of permits also reflects the booming industry. In the four months to April this year, the team issued 273 permits – compared to 142 in the same period last year (a 92 percent increase).

To efficiently deal with the industry’s permitting needs, Screen Auckland last year added a fourth person with industry experience to its facilitation team, which works with productions on their permit applications.

A review of film studio infrastructure

As part of its work to assist the continued growth of the industry, ATEED is looking at the feasibility of attracting private sector investment into a new screen production facility on Auckland Council-owned land at Hobsonville Point.

Presently, that land is not designated for use as a film studio and Council has an existing investment in the Auckland Film Studios (AFS) in Henderson, which was damaged by a fire last year that significantly reduced Auckland’s facilities for film production.

Demand for space from both domestic and international productions is high. Shannara is mainly based at AFS at the moment, while Power Rangers and Lumen are among other significant Auckland-based international productions either in pre-production, shooting, or wrapping. In addition, several major NZ productions will begin in Auckland this year – including Lee Tamahori and Robin Scholes’ collaboration The Patriarch, and Rob Tapert and Starz Entertainment bringing their Ash v Evil Dead TV series.

However, ATEED is aware that Auckland is also missing opportunities to secure further productions because of the limitations of the current studio infrastructure. Even prior to the fire, AFS was only capable of housing one major production at a time.

Auckland’s global reputation

A review of film studio infrastructure

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Industry growth has put pressure on current alternative sites such as converted warehouses, and this is not a viable long-term solution for Auckland because of the inefficiencies involved in securing and re-purposing these spaces. Major international producers have indicated to ATEED they won’t consider Auckland until it has more appropriate studio facilities.

With a decision to be made about whether to invest insurance proceeds in the rebuilding of a Henderson site which is not ideal for the industry, AFS commissioned LA-based consultancy MBS3 to investigate and provide expert recommendations on the suitability of sites and potential operating models for film studios in Auckland.

There has been no determination if the status quo in relation to studio infrastructure should or will change. But ATEED has had discussions with the Upper Harbour and Henderson-Massey local boards about future options, as they represent the communities most affected by any potential changes.

ATEED is simultaneously investigating whether there is a commercially viable proposal worth pursuing, and this will provide essential information to councillors in their assessment of the proposal which will go to the Auckland Development Committee this month.

The potential long-term outcome for Auckland is that it will have a world-class, unencumbered and profitable studio complex that provides the economic driver for the growth of Auckland’s screen production industry and an attractive development opportunity for prospective international investors.

ATEED believes a new studio would allow Auckland to be competitive internationally and domestically through purpose-built facilities and the increased efficiency which comes from having multiple productions on one site.

A focus on collaboration

Screen Auckland reflects ATEED’s principle of kotahitanga – one shared purpose – working alongside and supporting the region’s industry.

ATEED listens to producers about the challenges they face to film in public open spaces, and recognises their view that more could be done to make Auckland as film-friendly as possible. It works hard to advocate for the industry in the ongoing evolution of the Auckland Film Protocol, and to ensure the wider council group understands the industry’s needs. Screen Auckland also works hard to help producers gain access to other key locations such as the airport and university.

Screen Auckland has recently done a film fees review with the Council. The hearings panel recommended a move to a single regional film permit fee structure, which will help provide consistency. There were some minor changes to the Auckland Film Protocol, including a clause added to address the industry’s increasing use of drone technology. Screen Auckland is about to help facilitate Auckland Council’s industry consultation relating to filming on Auckland’s maunga. The volcanic cones are now co-governed by Tūpuna Maunga o Tāmaki Makaurau Authority, and the authority is proposing significant changes to the use of maunga for any filming.

ATEED has supported industry events with potential outcomes and works closely with Film Auckland (the region’s member-based industry advocacy organisation).

Screen Auckland is also an active member of Regional Film Offices New Zealand, and closely works with other member regional film offices under this umbrella organisation.

Screen Auckland’s production attraction specialist was recently part of a New Zealand Film Commission delegation to China, which continued ATEED’s strong and collaborative relationship with the film commission. Screen Auckland’s manager is working on Auckland Council’s initiative to develop a memorandum of understanding between Auckland and the Korean city of Busan, which has a growing screen sector.

This will join the other memorandums Auckland has with two regional government areas in China, which are valuable for building the region’s relationship with the increasingly powerful Chinese screen industry.

This is the kind of programme which can help to drive the future growth of Auckland’s screen industry. Go to www.aucklandnz.com/screen for more information.

Courtesy of Film Auckland.