Film industry improves employment levels JAMPRO advocates for more competitive stance

Krista Henry, Staff Reporter

Film, music and other creative-industry jobs doubled in 2010, resulting in a 61 per cent rise in spending to some $574 million when compared to employment levels in the industry a year before.

The island benefited from increased foreign productions including a Hollywood film, but JAMPRO's Film Commission, which oversees the industry said more can be done.

Some 1,540 persons were employed for these projects, compared to about 740 in 2009, according to recently released data in the Economic and Social Survey Jamaica 2010.

The increased employment came when most other sectors experienced job cuts due to the global and local recession.

JAMPRO, through its Creative Industries Unit and Film Commission, administered 89 creative-industry projects for 2010; 19 more than in 2009. The projects were in film/TV which made the bulk of profits, followed by photography, music and radio.

Capital expenditure amounted to $573.9 million, which represented an increase of $354.8 million (61 per cent) relative to 2009.

While the expenditure is mind-boggling to many, for Gillian MacDaniel, senior consulting officer at the Film Commission, more can be done.

"Last year was a very very good year in terms of local films that pushed up the creative industries quite a bit, and we hope to have more local features and international films done in Jamaica," said MacDaniel, who added that in 2007-2008 the creative industries earned a record $700 million.

That year saw two international feature films being made locally, one of which was License to Wed starring Robin Williams.

With the success that overseas productions bring to local soil, it is no surprise that the Film Commission markets Jamaica to worldwide film-production companies.

According to data in The Economic Social Survey Jamaica 2010 the Film Commission continued to market Jamaica as a destination for film production. With respect to promotion, the commission received the runner-up award for 'Best Theme Paradise' at the Association of Film Commissioners.

vibrant 2010

With regard to film production, 2010 proved to be vibrant for the motion picture industry with the production of A Dance for Grace, and in the latter half of the year, the release of Better Mus Come in local cinemas, and RiseUp, which was shown both locally and overseas.

The acclaimed Better Mus Come' looked at political turmoil in the 1970s, and RiseUp, followed three artistes trying to make it in the music industry.

According to www.jamaicatradeandinvest.org, Jamaica's film commissioner, Kim-Marie Spence, during a speech at the fifth staging of the Toronto International Film Festival, said she was optimistic about the future of the creative industry.

"The industry is booming and we are looking for partnerships and investments. If we, as a small island, can produce this much, what more can we do if we are working with you here," she was quoted as saying.

Spence added, "A lot of people think of Jamaica as just sun, beach and sand, but there is so much more. We have acting talent and technical talent. There is a lot of variety, not only with the scenery, but also with the people."

More than 3,000 film projects have been serviced by the Jamaica Film Commission since it was established in 1984.

MacDaniel noted that the music industry has long been a steady contributor to the creative industries as well.

She said, "music shows generate a lot of income. Last year, the Guinness Greatness show did a good amount of business, employing people and more."

While the trends are obvious, MacDaniel says JAMPRO has not managed to capture all the data on profits made to give a clear case.

"We're not aware of all that's happening there, we need more consolidation of data," she said.

MacDaniel was not able to discuss the various film projects on the table for 2011 but said "we are working hard to facilitate our local producers and creators and getting investment in Jamaica. We attended a conference recently with thousands of large Hollywood studios and it was clear to us that incentives is the single most important issue we have to deal with."

With competition from other islands, Jamaica has to find ways to entice investors. The Dominician Republic landed a lucrative deal with the start of Pinewood Shepperton, the British studios group where Dancing on Ice and the latest Harry Potter film have been made.

The company hopes The Dominician Republic will give it a foothold in the fast-growing Latin American film and TV market.

Pinewood Indomina Studios is expected to be open for business in 2013.

"We have to become way more competitive," said MacDaniel.