Matt Miller, president and CEO of the Association of Independent Commercial Producers (AICP), today announced the release of its 10th Annual Survey of the commercial production industry. The study, conducted for the trade group by Resolve Market Research, a Los Angeles-based market research consultancy, measures trends and activity in this $5 billion-plus industry.
“The data contained in this survey, along with its analysis by Resolve, provides our members, as well as the industry, valuable trends and in-depth analysis of commercial production,” said Miller. “Beyond expenditure tracking, the information gathered points to key business issues our members face as they manage and expand their companies in the changing advertising environment.”
The survey highlights that the economic recovery continues, with total expenditures rising over last year by one percent — in 2010 expenditures grew five percent rising to pre-2008 levels; this year’s increase shows the industry remains steady. Additionally, the survey highlighted continued growth for digital production, with a four percentage point increase in 2011 (17 percent to 21 percent) of all work done by AICP members. Live action production accounted for 77 percent of work, an increase of two percent over 2010.
“The results of the study are compelling,” continued Miller. “We are seeing a continued upswing in production, which underscores that content for various media outlets continues to be a pressing need for clients. AICP member companies continue to see the positive opportunities in the economy of a growing industry.”
The 2012 AICP survey quantifies the economic impact of commercial production, including identifying geographic trends in commercial filming activity by AICP member companies both domestically and internationally as well as industry responses to a number of key factors that impact the financial health of the industry.
Among the highlights of the study:
o A Marked Increase in Non-Traditional Distribution Methods. In 2011, a significantly higher number of AICP member companies — 20 percent –created content for non-broadcast distribution methods (i.e. internet and mobile platforms), a 10 percentage point increase over 2010.
o Despite high production activity in the City of Los Angeles, shooting in California for the same period remains 5 percentage points below 2008 levels. 49 percent of all shoot days in 2011 took place in Southern California (down from 51 percent in 2010). The Golden State continues to see its production levels drop, experiencing a five percentage point market share loss since 2007. Production in New York decreased slightly to 11% of all shoot days occurring there. Overall, shooting in other domestic regions increased to 27% of all shoot days in 2011, with 5% in Illinois, 3% in the Southwest (Texas, New Mexico and Arizona), 2% in Florida, and 2% in the Southeast (outside of Florida). 76% of live action shoot days took place on location — the highest on-location ratio since 2008.
o 2011 Sees Continuing Trend Toward Domestic Filming Activity: Eighty-eight percent of all reported shoot days took place domestically, with twelve percent abroad. This represents a decrease from the 24% of shoot days a decade ago, and the lowest ratio for shoot days overseas since this survey’s inception in 2002.
o Tax Incentives and Influence On Project Location: There was a four percent rise seen in the impact of tax incentives on project locations. In 2011, 29 percent of all location decisions counted incentives as a significant factor, up from 25 percent in 2010.
Other trends pinpointed include more prodn cos. creating content for outlets other than broadcast; increased domestic lensing; growing influence of tax incentives on location decisions
Director Ayse Altinok Joins Good Times For U.S. Commercial Representation
Director and writer Ayse Altinok has joined commercial production company Good Times for U.S. representation. Altinok has directed campaigns for Nike, Horizon Milk, Larabar, Jose Cuervo, Unilever, Mavi Jeans, Boots, Lumene, and more.
A former art director at Wieden + Kennedy in Amsterdam and Portland, she approaches each project with careful consideration, analyzing the end goal as a first step and uncovering meaningful moments along the way. Her work features a cinematic, dreamlike quality and elevated aesthetic.
“Having the right chemistry and karma is very powerful and that’s what attracted me to Good Times, and also timing,” said Altinok. “It’s a place where I can continue to push myself as a filmmaker and try new things, whether it’s for a traditional commercial spot or a high concept art project and everything in between.”
“I’ve worked with Ayse for 20 years and she’s super talented. She’s great at finding gems in stories that would otherwise be overlooked, and her aesthetic is phenomenal,” noted Bernadette Spear, executive producer at Good Times. “She can also empathize with creatives, because she’s lived in that world and understands what our clients face and knows how to support their vision.”
Throughout her career, Altinok’s work has won many industry accolades, including awards from The One Show, Clio, Art Directors Club, AICP, and the ANDYs. In 2016, she was nominated for a D&AD Next Director Award for her short film A Day at the Mall Reminds Me of America, a motion poem. Her first short film, 2009’s Hortum was an official selection of 11 film festivals worldwide and won the Special Jury Prize for Best Drama at the Amsterdam Film Festival.
Outside of her short... Read More