The latest TikTok ban proposal in Congress reignited an internal debate. While it fizzled out almost as quickly as a 24-hour Story, it highlighted just how deeply social media has woven itself into our cultural fabric. (I’ll admit: part of me hoped the ban would stick—and maybe take Facebook and X down with it.) According to Statista, as of October 2024, there were 5.52 billion internet users worldwide, which amounted to 67.5 percent of the global population. This staggering reach underscores the pervasive influence of social media, not just as a communication tool but as a force reshaping how we tell and consume stories. Of this total, 5.22 billion, or 63.8 percent of the world’s population, are active social media users.
Remember when “going viral” was something your doctor desperately advised you to avoid? Now it’s the holy grail of digital success. From TikTok creators to Instagram influencers, millions chase that elusive moment of online fame. But beyond the surface of likes and shares, a profound shift is occurring: social media isn’t just changing how we communicate—it’s fundamentally redefining storytelling itself.
Just a decade ago, most of us simply consumed content. Today, we simultaneously create, curate, and critique (or vehemently destroy). TikTok’s sophisticated editing tools have transformed amateur filmmakers into potential viral sensations. Instagram has turned our daily lives into visual narratives, complete with story arcs and aesthetic themes. And X? It’s proven that complex ideas can be distilled into 280-character bursts of either surprising insight or spectacular controversy.
But here’s the rub. This evolution runs deeper than just changing communication patterns—it’s rewiring how we process information. Research suggests our constant exposure to short-form content is reshaping our attention spans, making it increasingly challenging to engage with longer narratives. A study by Microsoft found that the average human attention span has dropped to just eight seconds—shorter than a goldfish’s—largely due to the rapid-fire consumption of digital media. We’ve developed an appetite for micro-stories, finding profound meaning in 30-second videos and processing complex social issues through cleverly crafted memes.
For traditional media, this transformation has been revolutionary. Journalists now compete with real-time updates on X and viral TikTok investigations, fundamentally altering the news landscape. The speed and volume of information on these platforms often outpace traditional outlets, leading to a trade-off between immediacy and accuracy. This race for clicks and engagement has sometimes compromised reliability, with sensationalism and unverified claims making headlines before facts are thoroughly vetted. Yet, it has also democratized information, empowering citizen journalists to shed light on stories that might otherwise go untold. Breaking news often emerges on social platforms, with citizen journalists capturing crucial moments before traditional outlets can respond. Meanwhile, streaming services analyze our social media engagement patterns to determine content strategy, influencing which shows survive and which fade into digital obscurity.
Rather than debating whether these changes help or harm society, we might better spend our energy learning to adapt. The real challenge lies ahead: how do we harness these new storytelling tools to create meaningful narratives that transcend the temporary rush of viral fame? Perhaps the answer lies in embracing innovation while staying true to the timeless elements that make stories resonate—genuine human connection, emotional depth, and authentic experiences.
The film and television industry is undergoing a seismic shift.
For decades, Los Angeles has been the epicenter of production, but as challenges like rising costs, wildfires, and an uncertain future loom over Hollywood, other states are stepping up to claim their share of the spotlight. From Tyler Perry’s sprawling Atlanta studios to Mark Wahlberg’s recent ventures in Las Vegas, production hubs are emerging across the country. Among these, New York is making a particularly bold move to solidify its place as a leading destination for filmmakers.
New York’s Commitment to Film Production
New York has always been synonymous with storytelling. Its streets have served as the backdrop for countless iconic films and TV shows. But in recent years, the state has recognized that maintaining its status as a production powerhouse requires more than just its natural appeal. To compete with states like Georgia and New Jersey, which have aggressively courted productions with lucrative tax breaks, New York has doubled down on its own efforts.The state recently unveiled an expanded version of its Film Tax Credit program. This initiative, which was set to expire in 2025, has not only been extended but significantly enhanced. Productions can now benefit from a base credit of 30% on qualified expenses, with opportunities to push that figure up to 40% if they meet specific criteria. Moreover, the annual funding for the program has jumped from $420 million to $700 million—a clear signal that New York is serious about keeping productions within its borders.
A Focus Beyond the City
While New York City remains a magnet for filmmakers, the state is also turning its attention upstate. The revamped tax credit program includes incentives specifically designed to attract productions outside the Metropolitan Commuter Transportation District (MCTD). Productions spending at least $100,000 in qualified costs in these regions can access a 30% credit, a move aimed at spreading economic benefits beyond the city. This strategy aligns with broader efforts to stimulate local economies in areas that traditionally haven’t seen much film activity.This focus on upstate development also extends to infrastructure. The state is encouraging investment in new production facilities in regions like Buffalo and Syracuse, creating long-term opportunities for growth. By fostering industry hubs outside of NYC, New York is ensuring that the benefits of film and television production are felt statewide.
The Broader Impact
The economic ripple effects of these initiatives are substantial. Film and television production isn’t just about cameras and actors—it drives entire ecosystems. Local businesses like restaurants, hotels, transportation services, and equipment rental companies all benefit when a production comes to town. A single feature film can inject hundreds of thousands—or even millions—of dollars into a local economy.Then there’s the job creation aspect. In New York alone, the film industry supports over 57,000 direct jobs and countless others indirectly. With enhanced incentives attracting more productions, this number is likely to grow significantly in the coming years.
A National Trend
New York isn’t alone in recognizing the value of film and television production as an economic driver. Across the U.S., states are competing fiercely for their piece of Hollywood’s business. New Jersey has introduced one of the most generous tax credit programs in the country, offering up to 39% in transferable credits with no cap per project. Georgia remains a juggernaut thanks to its uncapped program that has lured major blockbusters and TV series like Stranger Things and The Walking Dead. Even Nevada is stepping into the arena with plans to expand its tax credit program from $10 million annually to $95 million.This competition is reshaping the geography of production in America. Once concentrated in Los Angeles and New York City, filmmaking is now spreading across smaller cities and rural areas nationwide.
What Lies Ahead
As we look ahead, it’s clear that this decentralization of film and television production will continue. States like New York are setting an example by not only offering financial incentives but also investing in infrastructure and workforce development to support long-term growth.For filmmakers and producers, this evolving landscape offers exciting opportunities but also new challenges. Navigating different state programs and understanding their unique requirements can be complex—but it’s worth it when productions find locations that fit their creative vision while maximizing their budgets.New York’s recent moves signal more than just an effort to stay competitive; they reflect a deep understanding of how storytelling shapes economies and communities alike. By embracing this moment of change with ambition and foresight, New York isn’t just keeping up—it’s setting a new standard for what it means to be a global hub for film and television production.
In recent years, the film and television production industry has been undergoing a significant transformation, with various states vying to attract major studios and productions away from traditional hubs like Los Angeles. This shift has been driven by a combination of factors, including generous tax incentives, state-of-the-art facilities, and a growing pool of local talent. As we enter 2025, this trend shows no signs of slowing down, with states like New York leading the charge in attracting and retaining production companies.
By The Numbers
Enhanced Tax Incentives
The New York State Film Tax Credit program, which was set to expire on January 1, 2025, has been extended and expanded1. The new program offers:
A base credit of 30% for qualified production expenditures
An additional 10% credit for productions that meet certain criteria, potentially bringing the total credit to 40%
Increased funding, with the annual allocation rising from $420 million to $700 million
These enhancements make New York’s program one of the most competitive in the nation, rivaling those of states like Georgia and Louisiana.
Focus on Upstate Development
One of the key aspects of New York’s new approach is its emphasis on developing the film industry in upstate regions. The program now offers:
A 30% credit for productions spending at least $100,000 in total qualified costs outside the Metropolitan Commuter Transportation District (MCTD)
Incentives for building and operating qualified production facilities in upstate New York
This strategy aims to spread the economic benefits of film production throughout the state, creating jobs and stimulating local economies beyond the New York City area.
Impact on the Industry
The enhanced incentives in New York and similar programs in other states are having a significant impact on the film and television production landscape:
Job Creation: The film industry in New York alone is responsible for over 57,000 direct jobs and supports thousands more indirectly.
Economic Boost: Productions bring substantial spending to local economies. For instance, a single feature film can inject hundreds of thousands of dollars into local businesses.
Infrastructure Development: States are seeing increased investment in production facilities and studios, creating long-term infrastructure for the industry.
Talent Development: As productions become more frequent in these new hubs, local talent pools are expanding, further attracting future projects.
Other States in the Game
While New York is making headlines, other states are also making significant moves:
New Jersey has introduced a Film and Digital Media Tax Credit Program offering up to 39% in transferable tax credits, with no project cap.
Georgia continues to be a major player with its uncapped tax credit program, which has attracted numerous high-profile productions.
Nevada is considering a dramatic expansion of its film tax credit program, potentially increasing it from $10 million to $95 million annually.
Looking Ahead
As states continue to compete for productions, we can expect to see:
More states enhancing their incentive programs to remain competitive
Increased investment in production infrastructure across the country
A potential shift in the geographic distribution of film and television production hubs
While there are more options than ever for filming locations, navigating the various incentive programs and local regulations can be complex. As we move further into 2025 and beyond, it’s clear that the film and television production industry will continue to be a significant driver of local economies across the United States.
My Take on Sora: It’s More Than Just “Sorta” Impressive
The buzz around OpenAI’s Sora, their text-to-video generator, has definitely caught my attention. The idea of creating videos from simple text prompts is genuinely exciting, and I can see the huge potential this technology holds. However, from my perspective, it’s important to temper that excitement with a dose of reality. While the pre-release demos were visually stunning and showcased some incredible creative possibilities, I think it’s crucial to understand the full picture.
SORA offers a REMIX, where you can “replace, remove, or re-imagine” elements in your video.
What I’ve noticed is that, much like the early days of text-to-image generators like DALL-E, Sora seems to require a lot more than just a simple text prompt to produce truly compelling results. The videos shared by filmmakers weren’t just magically generated from a single sentence. From my understanding, they involved a significant amount of pre-production planning, careful crafting of prompts (what some are calling “prompt engineering”), likely iterative refinement of generated clips, and almost certainly a good deal of post-production work – very much like a traditional film production. This reminds me of the “shot on iPhone” campaigns. While the iPhone camera is undoubtedly capable, those commercials benefit from professional lighting, sound design, editing, and direction—elements that are often overlooked when we see the final product. We tend to focus on the “point-and-shoot” aspect and forget about the expertise and effort that goes into making something truly polished. It’s this “quick jump to the end” mentality that I think needs to be addressed.
Sora, in its current state, is more “sorta” capable than fully realized. It’s a very impressive starting point, no doubt, but I believe achieving truly innovative and creative outcomes will require much more than just a basic prompt. It will demand a deep understanding of visual storytelling, composition, and all the nuances of filmmaking. It’s a tool with immense potential, but it’s not a magic bullet.
That said, I don’t want to diminish Sora’s potential. I understand that the model is expected to improve dramatically as more people use it and provide feedback, which contributes to its ongoing training. This is a key aspect of these large language models and generative AI in general. The more data they are exposed to, the better they become at understanding and responding to user input. I also know that access is currently granted through OpenAI’s subscription plans, with the Plus plan at $20/month and the Pro plan at $200/month, which I assume allows OpenAI to gather data and refine the model based on user interactions. This iterative process is crucial for Sora to evolve from where it is now to a more refined and controllable creative tool.
The future of AI video generation is very promising, but it’s important to be realistic about the current capabilities and the work required to fully unlock its potential. I think the real magic will happen when human creativity and AI capabilities work together in a collaborative way.
No, we aren’t talking about the country Egypt, rather the incredibly talented television, radio personality, author, speaker and home space expert, Egypt Sherrod.
Nothing like a trip to Hot-lanta in the middle of winter to keep you warm and fuzzy. Chris Valentino directed Egypt in a series of new promo materials for HGTV and the Cider Company. Once again shot by long-time collaborator, DP Mike Falasco, the promo campaign was a delight to work on.
Egypt is a passionate professional who always brings her a-game to the set. It was a fun time working with Egypt (she has some serious dance moves). Check out her show on HGTV!
Jason Cameron knows a thing or two about landscaping. This Licensed Home Improvement Contractor, Finish Carpenter, Personal Trainer, Writer, Actor, TV Personality and Fitness Model was a joy to work with and brought a lot of laughs to the set. (Thankfully, he left the sledgehammer at home).
Director Chris Valentino wrapped a promo shoot for DIY network and The Cider Company.
Catch Jason on DIY’s Desperate Landscapes and America’s Most Desperate Landscapes.
It goes without saying that the incredible talent at DIY knows how to have fun. We worked with DIY, The Cider Company and super-nice, award-winning host Scott McGillivray on some new promo campaigns. Chris Valentino directed the shoot for the Cider Company and DIY alongside the DIY design team. This shoot was a blast as it reunited many of our old crew people together at one of our favorite NY area locations. The shoot went incredibly well and we accomplished everything we hoped to. It was a memorable day. Our favorite highlight has to be Scott tossing a sledgehammer to Director, Chris Valentino while he wasn’t looking. Thankfully, Chris’ panther-like reflexes were on point. Lastly, we have to mention the shoot was shot by our talented and lovely DP, Mike Falasco. Kudos and thanks to Kim Bratt and team Cider for another fun assignment.
Recently Chris Valentino once again collaborated with The Cider Company to direct promos for a fan favorite, HGTV’s Fixer Upper. Having the opportunity to spend a few August Summer days in Waco, TX should be on everyone’s to-do list.
Working with Chip and Joanna Gaines was full of fun and laughter. The HGTV team is a great, collaborative group of creatives who love what they do.
Recently Chris Valentino collaborated with The Cider Company to direct promos for Lara Spencer’s Flea Market Flip. The HGTV show has found its new home as the flagship program for Great America Country, the Scripps family’s latest network addition.
A great time was had by all on location at the Brimfield Antique Show and The Elephant’s Trunk. Both venues offered a look into the past and some truly amazing textures.
Lara is a pro and proved why she is so great at her job. She is passionate, driven and artistic.
Many thanks to The Cider Company and Kim Bratt for the opportunity.
We recently wrapped production on a new project that is sure to wet the appetite. The program to be released this fall focuses on diet and nutrition and features some amazing talent. Directed by Chris Valentino with photography by Michael Falasco and Chong Pak, more info to come as we get closer to launch.
>update<<
Here’s the official Press Release for Get Your Full Course. We had a blast working with Sunny Anderson on this campaign.
Janssen Biotech, Inc. and the Crohn’s & Colitis Foundation of America (CCFA) announced today the launch of Get Your Full Course, an educational campaign designed to provide resources for people living with inflammatory bowel diseases (IBD) on the paired role of nutrition and appropriate therapy in managing IBD.IBD includes the chronic digestive diseases ulcerative colitis (UC) and Crohn’s disease, and affects 1.4 million Americans combined. Get Your Full Course features television host and celebrity cook Sunny Anderson, who is speaking publicly for the first time about her journey with UC.“Having lived with UC for more than 20 years, I recognize the importance of talking more openly about the disease and educating people with IBD that we don’t have to shy away from food because of our disease,” said Sunny. “Food is a big part of my life. I am excited about Get Your Full Course and its focus on helping the IBD community learn about foods we can enjoy that are also rich in the nutrients we sometimes lack due to the way the disease affects the intestines.”Sunny’s recipes and exclusive cooking demonstrations are featured on www.GetYourFullCourse.com. Alongside Sunny, Dr. Lindsey Albenberg, a gastroenterologist from Children’s Hospital of Philadelphia and University of Pennsylvania Perelman School of Medicine, lends her expert advice and answers common questions for those living with IBD. In addition, visitors to Get Your Full Course are invited to submit a recipe for, or a photo of, a favorite meal as part of a sweepstakes. All entries will be eligible to receive one of several prizes, including a grand prize to meet Sunny at a local CCFA event.
Researchers are working diligently to improve their knowledge of the relationship between diet, nutrition and IBD. They are specifically focused on examining the effect of bacteria in the gut for patients with IBD. Until these studies are complete, Dr. Albenberg encourages patients to have an open, honest conversation with their doctors to identify foods that could trigger flares and identify a diet and treatment plan to best manage their disease.
“IBD is a condition that varies greatly from patient to patient, but the goals of treatment remain consistent – to achieve remission, and once that is accomplished, to maintain remission,” said Dr. Albenberg. “When IBD is under control, a patient’s diet can be less restricted, so it’s important for patients to work closely with their healthcare team to accomplish symptom control and disease remission. Then, patients can slowly reintroduce foods into their diet to ensure a diet rich in vitamins and nutrients.”
“CCFA is proud to partner with Janssen Biotech, Inc. on Get Your Full Course to help educate the IBD community on the importance of working closely with your doctor to not only get your symptoms under control with appropriate therapy, but also learn how to make nutritious food choices and maintain a well-balanced, nutrient-rich diet,” said Laura Wingate, Vice President, Patient & Professional Services for CCFA. “We hope this initiative helps the IBD community learn that while diet does not cause or cure IBD, it can influence symptoms. By working with a healthcare professional, you can determine the individual diet and treatment approach that is right for you.”
Bean Creative Labs recently wrapped production on a spot for our friends at JCP. Taking advantage of the warmest day in months here in the NYC area. We headed out to Sheepshead Bay NY to take over (once again) local institution Jordan’s Clam Bar. A little movie magic and the place became our cafe setting for the piece.
Kudos to Team Bean’s Brian Jordan for making the day run smooth.
