City Pushes Film and TV Jobs with New PSA Campaign
If you’ve got good news, beat the drums.
That seems to be the word at The Mayor’s Office of Media and Entertainment as it continues a campaign to build on a recent upbeat report by the Boston Consulting Group that the City’s film and TV industries delivered $7.1 billion to the local economy in 2011 while employing some 130,000 New Yorkers.
As we reported recently about a press conference by Mayor Bloomberg and Media and Entertainment office chair Katherine Oliver, the local film and television production and post market has thrived over the past decade, reversing the downward trend experienced by other venues.
Now, the City has launched a new PSA campaign “Reel Jobs. Reel Proud. Real New Yorkers.” that builds upon that feel-good report with more specific details about a varied group of New Yorkers who work in local film and television production. Unlike some past PSA attempts which had limited exposure, this campaign’s videos and artwork will appear across distribution platforms throughout the City, including local AMC Theatres, on television, on Taxi-TV, in subways, on bus shelters, and on the City’s website www.NYC.gov.
The campaign highlights those working in craft trades behind-the-scenes. Whether such PSAs accomplish anything beyond some always welcome attention to some of the best production and craft folks available is always a question. But as the media capital of the country, it doesn’t hurt to reiterate the message that the City’s media industry remains a rich resource.
Here’s the press release for more info on the PSAs. We didn’t include the links to the PSAs, but you can watch any or all five that are online by clicking here.
CITY OF NEW YORK UNVEILS NEW PSA CAMPAIGN STARRING LOCAL NEW YORKERS WORKING IN THE FILM AND TV INDUSTRY TO SUPPORT THE 130,000 NEW YORKERS WORKING IN THE FILM & TV INDUSTRY
PSAs Emphasize Important Role Film and TV Plays in the City’s Economy
Videos Will be Shown in Local Theatres, on TV, in Taxis and Online
The Mayor’s Office of Media and Entertainment has launched its latest PSA campaign – “Reel Jobs. Reel Proud. Real New Yorkers.” – spotlighting various New Yorkers who work behind the scenes in the local film and television production. The campaign’s videos and artwork will appear across various distribution platforms throughout the City, including local AMC Theatres®, on television, on Taxi-TV, in subways, on bus shelters, and on the City’s website www.NYC.gov. The “Reel Jobs” campaign comes at a time when a recent report from the Boston Consulting Group found that the City’s film and TV industry generated $7.1 billion to the local economy and employs 130,000 New Yorkers.
Visit www.facebook.com/NYCMINY to see all of the spots, which feature a location manager, a set decorator, costume designers, a Steadicam operator and special effects coordinators.
“When you pass a film crew on your way to work, we hope this ‘Reel Jobs’ campaign will remind you that you’re actually passing your fellow New Yorkers where they work,” said Commissioner Katherine Oliver, Mayor’s Office of Media and Entertainment. “There are 130,000 New Yorkers who are part of the production industry here in the five boroughs, working hard, raising families and helping make New York a thriving center for film and television. We’re grateful for all of the support we’ve received from the creative industry and local labor to make this campaign possible.”
These new pieces were directed by Artists Company’s Michael Rowles and produced by Andy Grasheim. Fluid, a leading integrated post-production company and Nice Shoes, a design, animation, visual effects and color grading studio, donated editing and post-production services for the project.
“From the moment our Vice President Sally Antonacchio told me about the project, I did not hesitate, even though its scope and scale were enormous, I didn’t hesitate because I felt it was an anthem for the film industry and film professionals that are so intertwined with the vibrant neighborhoods and life of the city, “ said Roberto Cecchini, owner of The Artists Company. “I also had the perfect director, Michael Rowles, writer, director, cinematographer all of whose skills would be called on to write outlines, scout locations, cast and direct real film industry professionals, and shoot B-roll that captured the texture of the city for this massive 5 spot project. Rowles’ relentless commitment assisted by Andy Grasheim, our wonderful producer, transformed and elevated the project to what New Yorkers will be seeing and enjoying for years.”
“We had a fantastic time working with the Mayor’s Office,” recalled Fluid Executive Producer Laura Relovsky. “They presented us with this really fun challenge–how do you tell such big stories in just 30 seconds? We used a dynamic split screen so that we could show off Mike’s amazing footage and the beautiful backdrop the city makes for commercials and film. Having multiple images working simultaneously was a great way to flex our creative muscles. It was a delicate balance to navigate, but I think we delivered something a lot of people haven’t seen before.”
“The IATSE and our talented crews were happy to help our City on the Reel Jobs campaign,” said Dan Mahoney of IATSE. “We live here, we work here and we are proud New Yorkers!”
“This is the second Reel Jobs campaign that Nice Shoes has worked on,” said Nice Shoes Senior Producer Pat Portela. “We contributed color and finishing to the initial batch of spots back in 2009. We love working with the Mayor’s Office and reminding people about all the great work that’s produced from start to finish in New York City.” Nice Shoes colorist and partner Chris Ryan added, “New York City has a very unique look, no other city comes close. It always fills me with pride to color correct material that’s been produced where I live and work.”
The “Reel Jobs” campaign was made possible with the cooperation and support of numerous individuals and local labor. The video spots were produced by The Artists Company, a commercial production company. IATSE, the union of professional stagehands, motion picture technicians, and allied crafts, made their members available for the production crew at no charge.
The Mayor’s Office of Media and Entertainment wishes to thank the many individuals who helped support the campaign throughout its production:
HBO, Boardwalk Empire, John Flavin, IBT Local 817, Thomas O’Donnell, Ray Fortune, IA Local 600, Chaim Kantor, DGA, SAG, Martin Greenfield, Tod Greenfield, Jay Greenfield, Silvercup Studios, Tom Brown, Warner Brothers, Gossip Girl, Stephanie DeLuca, Person Of Interest, Brownstone (ALLIE), Doro’s Annex, Inhee Choe, Richard Phillips, MXYPLYZYK, MTA’s Alberteen Anderson, 5 Beekman, Hillel Spinner, Tishman Speyer, Top of the Rock, Christine Graff, Time Warner Center, The Guggenheim Museum, Kim Bush, KFX Inc.
Where to See the Spots
In Theatres: AMC Movie Theatres
On TV: NYC life (Channel 25), part of the City’s official network of television stations
In Subway Cars
On Local Bus Shelters