
The Association of Independent Commercial Producers (AICP) has issued a rallying call to the advertising and production industries, urging support for Los Angeles as a critical center for commercial production.
While commercial production saw a modest 2.3% rise in the fourth quarter of 2024 according to FilmLA, it reflected a slight annual decline of 1.7%. Even more telling, the category is down 33.3% compared to its five-year average, highlighting fewer opportunities for L.A.-based commercial producers. Now, the recent devastation caused by wildfires raises stress levels about the already delicate production ecosystem.
Los Angeles: The Backbone of Commercial Production
Despite the downturn, the AICP asserts that Los Angeles remains unparalleled as a production hub. The city offers exceptional crews, extensive support infrastructure, diverse locations and backlots, a vast talent pool, and generally predictable weather—factors that make it an essential resource for the industry. However, the combination of declining production and widespread damage from recent fires threatens this cornerstone of the creative economy.
Adding to the challenges are murmurs of a larger exodus. Entertainment workers were already leaving Los Angeles due to a slowdown in work over the past few years, spurred by the COVID-19 pandemic, the 2023 strikes, and a broader contraction in the industry.
A Call to Action for Marketers and Agencies
AICP acknowledges that advertising is a business and that marketers must allocate budgets efficiently. However, it cautions that the long-term consequences of diverting production away from Los Angeles could be detrimental to the industry. “If we lose the incredible resource of L.A. production as we know it, then marketers, agencies, and the industry lose in the long run,” the statement reads.
In recent days, some agencies have directed production companies to move upcoming shoots out of Los Angeles. The AICP counters that many areas of the city and county remain unaffected by the fires, and productions have continued in these locations.
Furthermore, individuals impacted by the disaster have shown remarkable resilience, continuing to work despite personal losses. “People who have lost their homes and belongings have worked right through the fires and have been thankful to do so,” the AICP notes in the statement.
Employment: The Greatest Gift of Support
The AICP underscores that the best way to help those affected by the wildfires is not only through donations but by providing long-term employment opportunities. “Employment means purpose. Employment means stability to build (and rebuild) a life. And employment means allowing people to qualify for their health benefits to take care of themselves and their families,” the organization states.
The organization also urges industry stakeholders to prioritize Los Angeles when selecting production locations. By doing so, the industry can help rebuild lives, sustain a critical production resource, and maintain the vitality of the broader creative economy.
How to Help
For those seeking guidance on navigating challenges related to the wildfires or looking to support affected communities, the AICP has created a dedicated resource page. Visit aicp.com for more information.
As the AICP puts it, “Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now!”
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