The basics:

• Crowley says NJ film boom drives jobs, local spending, statewide economic impact
• Production spending rose from $592M in 2023 to $834M in 2024, with continued growth expected
• Netflix, Lionsgate, Paramount expanding production and long-term studio presence
• Growth benefiting local businesses, from hotels to vendors, while boosting ‘Jersey pride’

Speaking on the sidelines of the second annual New Jersey Film Expo April 30, Jon Crowley, executive director of the New Jersey Motion Picture and Television Commission, said the emerging industry continues to build momentum, with rising production, expanding infrastructure and growing engagement from businesses statewide.

Crowley said the expo itself reflects that trajectory. He noted the event originally launched to better connect and showcase the state’s production ecosystem.

“The idea came from the film commission. We did a listening tour to our infrastructure, and they often didn’t feel like they were being heard or seen,” Crowley told NJBIZ. “And so that’s where the idea was hatched from.”

As NJBIZ reported, in its second year, New Jersey Film Expo has grown to include more exhibitors, panels and targeted programming. The latest featured workforce development sessions as well as resources for independent filmmakers. Crowley noted the latter segment makes up a significant share of attendees.

Fuel for the fire

That growth is fueled by a sharp increase in production spending and long-term commitments from major studios.

“2023, $592 million in spend. 2024, $834 million in spend. 2025, I don’t have that number for you yet, but it’s going to be a similar amount of growth,” he said. “We’re the only state that’s up. It’s growing. You can’t ignore it. It’s not a fluke. It’s happened two years in a row. We’re already off to the races with like 20-some odd productions already here in state, major productions.”

Crowley pointed to companies like Netflix, Lionsgate, Paramount establishing a long-term presence in the state – and increasing production here – while others also ramp up activity.

“They’re discovering this is a great place to film,” said Crowley. He pointed to efforts to make production easy in the state. “But we straddle the line, too, on the Film Commission. We don’t just favor production. We don’t just favor the municipality. You got to find that middle ground where works for both sides of the equation. That the municipality is walking away from a production going – that was OK, that was alright. It was a good experience. And by the way, we loved that they were here and spending money.

“Likewise, you want the production company – it’s great to get them here once. But you want them to come back again and again and again. So that they’re spending more money. They’re hiring more people,” he continued. “Because that’s what it’s all about at the end of the day – it’s the spend and jobs.”

Bucking the trend

In his speech at the Expo, Crowley referenced a recent Hollywood Reporter article that showed productions down across the country — except for New Jersey. During the interview with NJBIZ, Crowley discussed that trend further.

“One, it confirms what some of us know – this is a great state. And you’ve got everything you need for production, workforce, incentives, locations, infrastructure, and a film commission that bends over backwards to help streamline things,” said Crowley. “And then there’s the other part of it. Where there are people that are not as familiar with the industry, but they stand back and go, ‘Wow, alright, who knew? This is great. I didn’t know that.’

[New Jersey has] everything you need for production, workforce, incentives, locations, infrastructure, and a film commission that bends over backwards to help streamline things.
– Jon Crowley, executive director, NJ Motion Picture and Television Commission

“And now, you’ve opened eyes and opened ears – and now they’re going to start probably being more interested in it and looking out for it. That’s what’s great about today. When you get electeds here, they walk through here and they go … There are so many different job opportunities, so many different types of businesses, so many different types of skill sets that are necessary to put together a production. Whether it’s a bank or an accounting firm or a lighting or a grip or electric company, rental house, dry cleaner, hardware store, balloons (referencing a story of a production spending $19,000 in balloons).”

Seeing is believing

As production increases, the economic ripple effects become more visible across local communities and industries. It also becomes increasingly recognizable to residents.

“If you’re in a town, you also see the spend firsthand. Somebody comes in, they’re renting hotel rooms, or they’re going to the market and they’re buying food, or they’re going to hotel room, they’re going to the hardware store and getting more things to build and design the set construction,” he said. “So, you’ve got more and more New Jerseyans that are getting a bite out of that apple, which is something the film commission does.

“They’re just trying to promote more spend throughout the state and get more jobs throughout the state.”

He added the project visibility also fuels a growing sense of local pride, as more productions filmed in the state make their way to theaters and streaming platforms.

“There’s a lot of Jersey pride in the people that are here,” he said. “Just anybody sitting at home, there’s more and more films hitting the theater or my streaming platform and seeing New Jersey on the screen. So there’s a lot of Jersey pride.”

Playing catch-up

That expanding footprint is also drawing in a broader cross-section of the business community. “It’s incredibly exciting,” Crowley said.

He noted the presence of banks, law firms and other companies at the expo looking to connect with the industry. For businesses that have yet to engage, his message was direct.

“[Y]ou should have been engaged a year ago, so now you’re playing catch-up,” he said. “That’s alright. The Commission’s there. We’ll help you. We’ll help you find a path that’s going to connect you with studios and networks and production companies and showrunners. And how to get your visibility raised so that people can discover your business.

“Because if you take two minutes and analyze what’s needed to stand up a production, you’ll probably find there’s a niche for you. And you need to jump in and be a part of it. Take a bite of that apple,” said Crowley.

Trading red tape for the red carpet

Looking ahead, he said the next phase of growth will hinge not just on studio development, but on making New Jersey as easy as possible to work in.

To that end, the commission is focused on streamlining permitting and standardizing processes across municipalities to reduce friction for productions. The trend aligns with the Sherrill-Caldwell administration’s focus on cutting red tape.

“The new administration, they’re going to be great partners in continuing the growth of this industry,” said Crowley. He noted the administration sees what the industry represents in terms of economic impact broadly as well as in local communities and small businesses. “But they’re also getting behind the notion of what the film commission is doing, which is streamlining production. What started with Film Ready and streamlining the permitting process.”

He stressed the importance of having a standardized process to help ensure productions don’t need to learn a different sets of rules for each of the state’s 500-plus municipalities.

“When you build that consistency, then they come into your town and are spending money in a number of ways you might not have even considered … when they’re spending the per diem, or the hardware store, or whatever it might be,” Crowley explained. “So that’s the thing – we’re not just funding Hollywood. That’s an infusion that goes directly into the economy.”

Seen on screen

The conversation closed coming back to the Jersey pride piece – and what is on tap.

“In the immediate future, people are going to be able to go into the theater and go see Steven Spielberg’s ‘Disclosure Day,'” said Crowley. The production filmed many scenes right here in the Garden State. “So, they’re going to see Jersey on the screen there. And there’s a whole bunch of movies that are coming out where you’re going to see Jersey on the screen. So that is definitely a point of pride.”

Watch the official “Disclosure Day” trailer, courtesy of Universal Pictures:

Crowley also pointed to the studio construction and job pipelines. He highlighted very visible progress at Fort Monmouth, where Netflix is building a major production hub at the former shuttered Army base. With demolition largely complete and the concrete precast walls of the first soundstage already rising, the second is now starting to rise.

And as NJBIZ reported, hiring is also underway for the Netflix studio.

“This is real. This is happening,” said Crowley. “And you can go on their job portal, and you can see all the jobs that are coming available, that are P.S. – good-paying jobs. They’re very good jobs.

“So, what’s on the horizon is watching and seeing these walls go up. It’s very tangible.”