The wildfires that struck Los Angeles County earlier this year have intensified efforts to bring more film and television production back to Southern California after a significant decline.
Much of this advocacy has taken place on social media and in news outlets. Industry professionals, including cinematographer and director Rachel Morrison and actor Vin Diesel, have highlighted that increasing local filming could aid recovery efforts following the fires. Additionally, celebrities like Keanu Reeves, Kevin Bacon, and Noah Wyle are supporting the #StayinLA initiative, which has garnered media attention as it calls for California to lift the cap on its entertainment tax incentive program for productions in L.A. County. The initiative also urges studios and streaming services to commit to a minimum 10 percent increase in local productions.
So, how are efforts to bring more film and television projects back to Hollywood progressing? Matthew Loeb, the international president of the prominent crew union IATSE, offers a unique perspective on the situation. His union, which has over 170,000 members, is in favor of California Governor Gavin Newsom’s proposal to increase the state’s film and television tax credit cap from $330 million to $750 million this year. In an interview, Loeb also mentioned that the union is considering advocating for a federal production incentive to keep more shooting in the U.S.
Loeb attended an awards event for one of IATSE’s Locals — the Make-Up Artists & Hair Stylists Guild — to encourage members to contribute to the union’s disaster relief foundation, noting that nearly 300 IATSE members lost their homes in the L.A. fires, including 16 from the makeup artist and hairstylist guild. While there, he also discussed the governor’s proposal, the rationale behind a potential federal incentive, and the influence of the Trump administration on these matters.
What was the immediate impact of the L.A. fires on IATSE members overall?
Approximately 300 of our members lost their homes. This issue is going to persist for some time, impacting people financially and psychologically. The recovery will be challenging, but thankfully our members are safe. That’s the most important thing. We will continue to support them as they navigate the challenges caused by this disaster.
Beyond the immediate impact, do you foresee any long-term consequences, such as a potential rise in rents?
I believe there must be some kind of oversight and regulation in place. We cannot allow price gouging and must avoid creating an environment that drives people away who have built their lives and communities here, but there will be challenges. Los Angeles is already very expensive, and now the available options will be even fewer.
IATSE has been a strong supporter of the governor’s proposal to more than double the film and TV tax credit and the #StayInLA initiative. How is the union currently advocating for these initiatives?
Our political team is actively working with legislators in Sacramento. Just a few weeks ago, I was in Washington, D.C. because the competition is not just among states, but also global, which is contributing to the lack of work.
Will IATSE support a federal tax incentive for production?
I’m not certain what form it will take; it could involve tax or trade mechanisms. There are numerous strategies we need to explore, but the primary goal must be to keep work here and create jobs. It cannot simply be a number offered to compete with other countries, leading to a race to the bottom.
How does trade factor into this? Could tariffs be a possibility?
We need to consult with trade experts to determine the best approaches. I don’t believe punitive tariffs would garner full support from the industry, so it’s crucial to explore what options are viable and beneficial for the broader Hollywood community. Hollywood is a uniquely American industry, and it fits well within the current discussions in Washington.
How do you think the Trump administration could influence any potential federal tax incentive?
Honestly, I can’t say. It’s unpredictable what his administration will do or who will advise him. Our strategy needs to focus on building alliances within the industry — among labor, management, vendors, and hospitality sectors — to address the work loss. It won’t be straightforward; interests often conflict, and if the discussion solely revolves around dollars, it will be challenging. Few will act out of charity or patriotism. While everyone wants to keep jobs here for those reasons, finances will heavily influence decisions.
Regarding the governor’s proposal, are you advocating for specific changes to the current program, like including above-the-line costs or unscripted projects?
I’m aware that discussions about these potential changes are ongoing. Initially, the proposal aimed to just overlay a new figure onto the existing framework. However, expanding eligibility would likely save costs and encourage more production. We must navigate these conversations thoughtfully, considering California’s budget constraints.
On the California tax incentive, will you be advocating for an increase beyond the proposed $750 million?
The more support, the better. I’m uncertain if legislators will be able to accommodate that with the budget pressures and competing interests they face. It’s vital to demonstrate how production benefits the state economically, including the impact on ancillary businesses. Recovery from the fires requires getting people back to work, which should be the priority.
The #StayinLA initiative calls for studios and streamers to allocate at least 10 percent more production to L.A. over three years. Has IATSE been engaging with studios to support this?
Yes, I wasn’t involved in determining that percentage, but we must engage in discussions and consider what’s reasonable. It would be beneficial to have assurances on production levels, but many factors will influence those decisions. I don’t see any way to force compliance; we can only request that studios make this commitment. Ultimately, it needs to make good business sense for them.
Is there anything else you would like to add?
Jobs and support for our members are crucial. While it’s not about charity or patriotism, it’s about pride — pride in our industry and its cultural significance. I hope decision-makers remember this when determining production locations.
This interview has been edited for brevity and clarity.
