Professor Quirmbach: Pay Attention!

By Leon Stafford

The Atlanta Journal-Constitution

Stay seated for the credits for the movie "Killers" next weekend and you'll see why Georgia Films officials love Hollywood these days.
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Movie poster for "Killers," a film made in Georgia.
Lionsgate Movie poster for "Killers," a film made in Georgia.
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"Drop Dead Diva" (2009): Peachtree City and Decatur have been the filming locations for this hit Lifetime fantasy series starring Brooke Elliott and Margaret Cho.
Guy D' Alema/Lifetime Television "Drop Dead Diva" (2009): Peachtree City and Decatur have been the filming locations for this hit Lifetime fantasy series starring Brooke Elliott and Margaret Cho.
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"ATL" (2006). A coming-of-age story starring T.I.
Guy D'Alema "ATL" (2006). A coming-of-age story starring T.I.
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The state's logo appears at the end of the Ashton Kutcher-Katherine Heigl comedy, shot last year in Atlanta.

"A lot of people actually do sit through the credits for things like extras, bloopers," said Stefanie Paupeck, a spokeswoman for the Georgia Department of Economic Development, which oversees the film division. "It's basically a ‘Made in Georgia' tag."

It's a branding effort that lasts only seconds, but officials said it has helped film investment in the state grow from $70 million in 2004 to $770 million in 2009.

That growth is a boon to anyone connected to movie making, whether an actor or a caterer, Paupeck said. About 25,000 Georgians are estimated to work in the entertainment industry.

Erica Backus, a spokewoman for the Savannah Area Convention & Visitors Bureau, said ‘The Last Song" helped fill hotel rooms, restaurants and shops last year, a time when tourism was down.

Georgia created the promotion in 2008 when it set up income tax incentives to attract Hollywood productions. Films with a budget of at least $500,000 get a 20 percent a tax credit for filming in the state, with an extra 10 percent if the state's logo is used in titles or credits.

The credits also are offered to TV shows, as well as video game and animation productions.

Tim Mescon, president of Columbus State University and a branding expert, said few people stick around to see any credits, much less the very last one. But he understands the motivation. With every state in the country and Canada offering film production incentives, it's imperative to find a way to stand out.

The state said the tax credits have helped attract a bumper crop of movies, including "Why Did I Get Married Too," "The Blind Side," "The Crazies" and "The Joneses." TV series include "The Vampire Diaries" and "Drop Dead Diva."

Films currently in production include the third in the "Big Mama's House" series and new episodes of "Drop Dead Diva."