Last week Gov. George E. Pataki (R-N.Y.) vetoed more than $2 billion in tax cuts and spending in the proposed New York State budget that the legislature had passed for fiscal year 2006-’07. The veto puts the governor and both houses at odds, with initial reports that when it reconvenes on April 24, the legislature may elect to override the veto. It would take a two-thirds vote by legislators for an override.
Among the programs placed in a holding pattern due to what’s shaping up as a showdown between Gov. Pataki and the legislature is an initiative providing $7 million in funding for newly created tax credits specifically designed to help the State of New York keep and attract more commercial production.
Though the governor is not believed to be opposed to the pro-commercialmaking measure, his veto–based on objections to other state budget provisions which he deemed unconstitutional–now puts the ad industry in a wait-and-see position to see what comes out of what figures to be spirited behind-the-scenes political wrangling.
The state’s proposed commercial production tax credit program consists of three prime components:
A growth credit provision designed to encourage companies to increase the amount of business they bring to the state by providing a refundable tax credit of 20 percent of qualifying production costs solely on newly generated business. The amount would be based on the difference between the total qualified production costs of the current year and the total amount of production costs of the preceding year. The growth credit would be funded by $3 million of the aforementioned $7 million total.
A downstate jobs credit which addresses the misconception about the commercials industry that there is a fixed amount of work that will occur in a certain location regardless of economic circumstances. This is clearly not the case in that every spot lensing job is considered up for grabs prior to being filmed. The rationale for this downstate jobs credit is that it’s important not to take this business for granted and to make efforts to retain the existing share of work that is currently being produced in New York. For this provision, $3 million in annual funding would be apportioned for eligible commercial production companies that conduct filming activities within the Metropolitan Commuter Transportation District. The jobs credit is five percent of the total production costs that exceed $500,000 and would be distributed on a first come, first served basis.
And an upstate jobs credit which recognizes that spot production regularly occurs outside major metropolitan areas that are considered traditional production centers. This incentive component provides $1 million annually to all eligible commercial production houses that participate in filming activity outside the Metropolitan Commuter Transportation District. This jobs credit would be five percent of the total production costs that exceed $200,000 and would be distributed on a first come, first served basis.
Furthermore, if passed, the state program targeting commercials would likely trigger a companion program in New York City. Gotham would put 50 cents to the dollar on what the state spends for its spot financial incentives. This would amount to a $3.5 million fund for tax credits to encourage commercialmaking in New York City.
The city tax credits are subject to New York City Council approval. There is precedent for this matching municipal initiative in that the state credits for theatrical features and TV programs–which were passed in 2004 under the Empire State Film Production Credit measure–also garnered a companion program funded by New York City.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More