The End of an Era: What Marvel's Georgia Exodus Means for the Future of Film Production—and New Mexico's Golden Opportunity

Monday, Aug 18 - Film Bot.

The "Hollywood of the South" is facing its biggest challenge yet. Disney's Marvel Studios, once the crown jewel of Georgia's booming film industry, has quietly shifted most of its upcoming productions to the United Kingdom, leaving behind a trail of unemployed crew members and empty sound stages that once buzzed with superhero action. But while Georgia mourns its losses, states like New Mexico have a unprecedented opportunity to reshape America's film production landscape.

From Boom to Bust: The Rise and Fall of Georgia's Film Empire

For over a decade, Georgia seemed unstoppable in its quest to become America's alternative entertainment capital. The state's generous 30% production tax credit—one of the most competitive in the world—lured major studios away from traditional Hollywood. Marvel alone produced nearly two dozen superhero movies and TV shows in the Atlanta area, from "Spider-Man: Homecoming" to "She-Hulk: Attorney at Law."

The numbers tell a stark story of rapid decline. According to the Wall Street Journal, production spending in Georgia has dropped nearly 50% over the past three years, with only 245 projects shot in the state during fiscal 2024 compared to 412 in fiscal 2022. This isn't just statistics—it's livelihoods disappearing overnight.

The Human Cost of Hollywood's Global Chess Game

Behind every production move are real people whose careers hang in the balance. Janine Gosselin, a 62-year-old script supervisor who once earned up to $200,000 annually working on Marvel productions, hasn't had steady work since February 2023. She's now studying to become an intimacy coordinator, desperately trying to reinvent herself in an industry that's left her behind.

"You feel like a jilted lover," Gosselin told the Wall Street Journal, a sentiment that echoes throughout Georgia's entertainment community.

John Grubb, a grip who worked on six different Marvel projects and bought what he calls "the house 'Avengers' bought" with his earnings, represents thousands of crew members who built their lives around Georgia's film boom. These aren't just jobs—they're careers, communities, and dreams that took root in the red clay of Georgia.

The Economics of Entertainment: Why the UK Wins (For Now)

Marvel's decision to relocate isn't personal—it's purely financial. Rising labor costs in Georgia have made the UK a more attractive option, despite similar tax incentives. British workers are generally paid less than their American counterparts, and studios don't have to cover health insurance costs—a significant savings that adds up quickly on multi-million-dollar productions.

The shift represents a broader trend in Hollywood's global production strategy. According to data company ProdPro, 29% fewer movies and TV series with budgets above $40 million started filming in the US in 2024 versus 2022, while UK production grew by 16%. Studios are playing a global game of financial chess, moving productions wherever the math works best.

Georgia vs. New Mexico: A Tale of Two Film Industries

While Georgia grapples with its dramatic downturn, New Mexico presents a fascinating contrast—and a potential model for sustainable film industry growth. Understanding the differences between these two approaches reveals why New Mexico might be perfectly positioned to capitalize on the current global shift.

The Numbers Game: Scale and Infrastructure

Georgia's Former Glory:

• At its peak: 412 productions in fiscal 2022, now down to 245 in 2024

• Supported nearly 20,000 jobs statewide

• Major facility: Trilith Studios (1,000 acres, 34 stages)

• Uncapped 30% tax credit created a "gold rush" mentality

New Mexico's Steady Foundation:

• Smaller but more stable production base

• 25-35% tax credit (capped but competitive)

• Growing infrastructure in Albuquerque and Santa Fe areas

• Netflix's major production hub at Albuquerque Studios

The Incentive Philosophy: Boom vs. Sustainability

Georgia's uncapped approach created massive growth but also dangerous dependency. When Marvel and other major studios could guarantee getting back nearly a third of their spending with no limits, it sparked a production boom that seemed unstoppable. But this same structure made Georgia vulnerable when global economics shifted.

New Mexico's more conservative, capped approach has meant slower growth but greater stability. The state's focus on long-term partnerships—exemplified by Netflix's multi-year commitment—has created a more sustainable foundation that's less vulnerable to the whims of individual studios.

New Mexico's Unique Advantages in a Changing Market

Geographic and Cultural Assets Georgia Can't Match

While Georgia offered diverse locations from urban Atlanta to rural countryside, New Mexico provides something irreplaceable: authentic American landscapes that can't be replicated overseas.

New Mexico's Unique Selling Points:

• Unmatched landscape diversity (deserts, mountains, plains, pueblos)

• Authentic Western and Southwestern settings

• Rich cultural heritage and Native American locations

• Year-round filming weather

• Lower cost of living than Georgia or California

These advantages become even more valuable as the industry faces pressure to cut costs while maintaining authenticity.

The Content Connection: What New Mexico Does Best

The types of content thriving at festivals like the Tucumcari Film Festival—Western stories, Latino narratives, Route 66 adventures, and Southwest documentaries—align perfectly with New Mexico's natural strengths. Unlike generic urban settings that can be found anywhere, New Mexico offers locations that are essential to specific types of storytelling.

Strategic Opportunities: New Mexico's Path Forward

1. Position as the "Anti-Outsourcing" Choice

As studios face increasing pressure to keep American stories in America, New Mexico can market itself as the patriotic alternative to overseas production. Key messaging should emphasize:

• "Keep American Stories in America"

• Cultural authenticity that can't be replicated in the UK

• Supporting American workers and communities

2. Learn from Georgia's Mistakes

Georgia's boom-bust cycle offers valuable lessons:

• Avoid over-dependence on single major clients

• Build diverse production base across multiple content types

• Create sustainable incentive structures that encourage long-term investment

• Develop local workforce rather than relying solely on transplants

3. Target Displaced Georgia Talent

The Wall Street Journal article reveals thousands of skilled entertainment workers now unemployed in Georgia. New Mexico should:

• Create a "Georgia Refugee" program with relocation incentives

• Fast-track residency requirements for tax credit eligibility

• Actively recruit experienced crew members looking for new opportunities

Actionable Strategies for Capturing Market Share

Immediate Actions (0-6 months):

Launch Targeted Marketing Campaign

• Focus on productions requiring authentic American landscapes

• Target independent producers priced out of overseas options

• Emphasize cultural authenticity and "Made in USA" appeal

Strengthen Regional Coordination

• Connect with organizations like Film Tucumcari for statewide promotion

• Create unified marketing materials showcasing diverse locations

• Develop comprehensive location scouting packages

Medium-term Strategies (6-18 months):

Infrastructure Investment

• Expand sound stage capacity strategically

• Improve post-production facilities

• Enhance crew housing options in key filming areas

Develop Niche Specializations

• Position as the go-to state for Western content

• Create specialized facilities for specific genres

• Build expertise in emerging areas (like intimacy coordination, as mentioned in the WSJ article)

Long-term Vision (18+ months):

Create a "New Mexico Studios" Brand

• Develop unified identity for the state's film industry

• Position as the authentic American alternative to overseas production

• Build on cultural heritage and landscape advantages

Sustainable Content Creation Hub

• Support local content creation (learning from Trilith's startup investments)

• Develop New Mexico-specific stories and franchises

• Create year-round production calendar

The Ripple Effects: Learning from Georgia's Pain

The impact of Marvel's departure extends far beyond individual crew members. Trilith Studios, once a bustling hub where crew members "fought over stages on a daily basis," now sits largely empty. Local businesses that thrived on the entertainment economy—from catering companies to equipment rental houses—are feeling the pinch.

This cautionary tale highlights the importance of building a diverse, resilient film economy. New Mexico's approach, exemplified by organizations like Film Tucumcari with their focus on community engagement, educational partnerships, and sustainable growth, offers a more stable model.

The Bigger Picture: Streaming's Impact and New Mexico's Response

Marvel's move isn't happening in isolation. The entire entertainment industry is contracting as streaming services focus on profitability over content volume. The gold rush mentality that drove massive production increases in the 2010s and early 2020s has given way to more conservative, cost-conscious decision-making.

This shift actually favors states like New Mexico that can offer:

• Authentic American locations at competitive prices

• Stable, trained workforce without the premium costs of major markets

• Diverse content opportunities from Westerns to sci-fi to documentaries

• Year-round filming capability with reliable weather

• Cultural authenticity that can't be replicated overseas

Competitive Advantages New Mexico Can Exploit Now

1. Cultural Authenticity: Stories requiring genuine American Southwest settings

2. Cost Structure: Lower than California, potentially more stable than Georgia

3. Weather: Year-round filming capability

4. Diversity: Multiple ecosystems within driving distance

5. Workforce Opportunity: Chance to build loyal, locally-based crews

6. Political Stability: Consistent support for film industry across administrations

Conclusion: New Mexico's Moment

While Georgia's film industry faces its darkest hour since the tax credit expansion of 2008, and thousands of entertainment workers live through uncertainty, New Mexico has a unprecedented opportunity to reshape America's production landscape.

The global shift toward cost-cutting doesn't have to mean abandoning American production entirely. By positioning itself as the authentic choice for American storytelling—offering genuine locations, competitive costs, and skilled workers—New Mexico can capture productions that want to stay domestic while still managing budgets effectively.

The question isn't whether New Mexico can compete with the UK on pure economics—it's whether the state can offer something the UK can't: authentic American stories told in authentic American places by American workers. As Janine Gosselin and John Grubb and thousands of other displaced Georgia workers search for new opportunities, New Mexico has the chance to build something more sustainable than what Georgia lost.

The infrastructure, talent, and experience Georgia built during its Marvel years doesn't disappear overnight—it becomes available to states smart enough to capitalize on the opportunity. New Mexico, with its unique landscapes, growing infrastructure, and sustainable approach to film incentives, is perfectly positioned to write the next chapter in American film production.

The show must go on—and it should go on in America, in places like New Mexico where authentic stories can be told authentically, sustainably, and profitably.

Source: Fritz, Ben. "Disney's Marvel Abandons Georgia, Taking Livelihoods With It." The Wall Street Journal, 17 Aug. 2025, www.wsj.com/business/media/disneys-marvel-abandons-georgia-taking-livelihoods-with-it-c3bd03c2

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