December 9, 2008 - The Mayor’s Office of Film, Theatre and Broadcasting has unveiled a public service announcement featuring New Yorkers who work in the production industry in an effort to thank local residents for hosting film and television production in their neighborhood. The campaign also aims to educate New Yorkers about the importance of the industry and the residents who make their living working behind the scenes in film and television here. The campaign features local crew members – including a location manager, assistant director, and make-up artist – talking about their work experience in New York City. The campaign comes at a time when the City is experiencing an increase in production throughout the five boroughs. Currently there are seventeen primetime, episodic series based in New York City.
“Over 100,000 New Yorkers are employed by the film and television industry,” said Commissioner Katherine Oliver. “This PSA campaign will help remind residents that when they see a crew filming on their block what they’re really seeing are local New Yorkers earning a living. It’s important to remember the vital role film and television plays in our economy, contributing $5 billion to the City’s economy each year. We’re so grateful for everyone’s dedication and the hard work that went in to making this campaign a success.”
A series of interior bus advertisements depicting the different production professions began appearing in late October in 100 buses in Manhattan, Brooklyn, and Queens, and in the coming weeks, the PSA will be launched in an electronic format and appear on broadcast television, in the back of taxis, and in print and online in local newspapers.
"Reel Jobs. Reel Proud. Real New Yorkers." The posters as they appear on New York City Bus Shelters.
The campaign would not have been possible without the cooperation and support of numerous individuals and local labor. The Artists Company, a commercial production company, produced and shot footage of the featured crew members for the broadcast message with Øtis, a member of the DGA, serving as the director for the spots. IATSE, the union of professional stagehands, motion picture technicians, and allied crafts, made their members available for the production crew at no charge. Songwriter Ashton Allen, collaborating with co-producer Devin Moore, graciously donated the title track from his latest album “Wellspring” to accompany the campaign. Allen is currently a featured artist on Barnesandnoble.com.
The opportunity to display the cards in City buses was made possible by Titan Cares, the philanthropic branch of advertising company Titan Worldwide. NYC & CO, the marketing and tourism branch of NYC government, provided creative input to the spots. The campaign concept was conceived by MOFTB staffers.
“I am so happy with the resulting campaign that is the culmination of months of working very closely with the MOFTB,” said Øtis, the director. “Not only was it incredibly satisfying creatively, but it gave me new insight into the importance of making the public aware of the wide reaching impact film production has on so many aspects of this wonderful city. Our task was to put a human face on shooting crews that work and live right next door to us and I think we have achieved that goal (and then some) with an amazing assemblage of our own local crew.”
“It was an amazing experience working with the local unions and vendors in making this production happen,” said Sally Antonacchio, vice president, The Artists Company. “Once the concept was explained we didn’t meet with any resistance. All New Yorkers from the film community were on board asking ‘what can we do.’ It was actually a pleasure to produce this campaign!”
The campaign features a message from the Mayor’s Office of Film, Theatre and Broadcasting thanking neighborhoods for supporting film, television, and commercial production in the five boroughs. It also includes the tagline: “Reel Jobs. Reel Proud. Real New Yorkers.” The New Yorkers featured in this campaign include: Stephen, a shop craftsman and Brooklyn resident; Deborah, an editor who lives in Manhattan; Jono, an assistant director from Brooklyn; Cindy, a make-up artist and Brooklyn resident; Iris, an electrician, or set lighting technician, from Brooklyn; Hugo, a locations assistant, graduate of the “Made in NY” PA Training Program, and resident of Queens; Pat, a location manager who lives in Brooklyn; and Rebecca, a camera assistant from Brooklyn.
To view a "Reel Jobs. Reel Proud. Real New Yorkers." spot, click on the above video.
As the first film commission in the country, the Mayor’s Office of Film, Theatre and Broadcasting is the one-stop shop for all production needs in New York City, facilitating production throughout the five boroughs. The agency also engages in numerous initiatives to build on and diversify employment opportunities within the City’s entertainment industry, including: the “Made in NY” Production Assistant Training Program, developed in partnership between the MOFTB and the nonprofit organization Brooklyn Workforce Innovations, which prepares unemployed and low-income New Yorkers for entry-level positions in the film and television industry; the “Made in NY” Mentorship Program, which will launch in 2009 and connect diverse New Yorkers with industry professionals; and the MOFTB’s career panel series, informing students and interested New Yorkers about the employment opportunities available in the City’s entertainment industry. For information about these programs, visit www.nyc.gov/film.
The Mayor’s Office of Film, Theatre and Broadcasting wishes to thank the following individuals for their invaluable support to the campaign:
The Artists Company: Sally Antonacchio, Øtis, Geomar Wells PSA crew: Jill Astmann, Anthony Barrese, Nicola Benizzi, Larry Blanchette, Patrick Bremmer, Peaches Dolan, Linda Haftel, Nick Kaye, Michael Pagano, David Perini, Eric Robbins, Jeff Stein, JoJo Whilden Chinagraph: Shane DeBlasio, Thomas Ostuni, Kane Platt, Rosemary Quigley, Michelle Tesauro Nice Shoes: Scott Bravo, Pat Portela, Matt Rosenblum, Ron Sudul Music provided by: Ashton Allen (songwriter) and Devin Moore (co-producer) Director’s Guild of America: Jean Frost, Russ Hollander IATSE: John Amman, John Ford, Valerie Gladstone, Chaim Kantor, Paul Moore, Lynne Twentyman Soundtracks: Dan Brennan, Chris Rich Goldcrest Post New York: Tim Spitzer AICP: Matt Miller Titan Cares: Jacqueline Torres
design by
The City of New York Mayor's Office of Film Theatre & Broadcasting
1697 Broadway Suite 602, New York, New York 10019.
