Few places in Jamaica can lay claim to being as naturally beautiful and diverse as Port Antonio, a quality that continues to make it an ideal location for major overseas film projects that engage the local industry and contribute in a significant way to the economy of the town and the wider Jamaica.

The 20th Century Fox summer blockbuster Knight and Day, which was in theatres recently and stars Hollywood A-list actors Tom Cruise and Cameron Diaz, is the most recent example of this. In early February, JAMPRO’s Film Commission facilitated the shooting of a scene for the film at Frenchman’s Cove in Portland, which pumped US$1.35m (J$121m) into the local economy and created employment for 80 Jamaicans. Some 100 crew members from overseas worked on the project, resulting in full occupancy levels for hotels and a demand for providers of transportation and catering services throughout the filming of the project

At the local premiere of the film on June 23 at the Carib Cinema, JAMPRO President Sancia Bennett Templer underscored the importance of promoting Jamaica as a location for international films, while also affirming the agency’s commitment to supporting the development of Jamaica’s indigenous film industry.

“While we seek to attract major film projects from overseas to the island, we are also dedicated to working with the local film industry. We have already met with local industry players who have expressed their concerns as it relates to support for promotional activities and access to financing. JAMPRO, through the Film Commission, will be working closely with local filmmakers to address these matters and facilitate the development of local content,” stated Bennett Templer.

Brian St Juste, owner of Timecode Productions and President of the Jamaica Film and Video Producers’ Association, expressed similar sentiments as he called for the continued development and growth of the local film industry. He noted that 20th Century Fox’s decision to film in Jamaica represented an endorsement of the talented cadre of seasoned professionals who have repeatedly demonstrated their competence and ability to work on major projects.

Highly anticipated

Frank Lawrence, the general manager of the famed Frenchman’s Cove property since 1982, has seen Jamaican expertise at work on Hollywood films shot on the island over the past three decades. All these projects have pumped considerable funds into the scenic town, as well as beyond the parish boundary lines of Portland.

According to Lawrence, the advent of a movie shoot is always highly anticipated by residents and businesses in the town.

“The use of Port Antonio as a location for big films is something that we all look forward to… the hoteliers, farmers, butchers, hardware stores, supermarkets, caterers, persons involved in the rental of equipment, transport operators, security firms, casual labourers and members of the local film industry. The benefits during that period are immense and it spreads around,” stated Lawrence.

He recalled the filming of Treasure Island in 1989, which featured the late film star Charlton Heston, and how the construction of a ship required an amazing and intensive collaborative effort from the production’s technical personnel from overseas and members of the local team.

“There is obviously great value in attracting film projects to Jamaica. Many sectors benefit, and as a member of the accommodation sector, it’s easy for me to see the benefits in terms of occupancy levels. Hotels and villas tend to do very well whenever there is a major film project,” said Lawrence.

Opportunities abound

Wolfhard Gasch, general manger of the Jamaica Palace Hotel, indicated that the increased level of occupancy translates into more work for the hotel staff. He explained that during slow periods, some staff members are assigned as few as two work days, but the advent of a film project can increase their time on the job to five or six days during a week.

“Portland is almost a forgotten parish in some respects, so we welcome the business opportunities that come with the shooting of a film. Everybody tends to benefit from something like this,” said Gasch.

Barrington McKie, a Portland resident and Jamaica Union of Travellers Association (JUTA) driver who has been in the transportation business for over 30 years, also attested to the benefit of film projects to the economy of Port Antonio.

“We don’t have tourist ships visiting here or many tourists coming right through the year. Most of the work that we get in the transportation sector comes from locals… football and cricket teams, schools and churches. However, when a film project comes to the area, business activities pick up significantly. We have full work for weeks and get paid at rates that are better than what we would normally earn,” he said.

The veteran driver indicated that his stint of several months on an episode of the Fox reality series Forever Eden in 2004, which pumped some US$7 million into the national economy, allowed him to complete the payments on his bus in short order. McKie, who once worked as a waiter at Frenchman’s Cove, pointed out that gas stations also cash in on the increased transportation activities in the town during big film projects. He noted that this fuel cost was often absorbed by the film studio.

Injection of funds

Maxine Walters, an experienced and highly respected local line producer who has worked in various capacities on Hollywood projects in Jamaica such as Treasure Island, Clara’s Heart and The Mighty Quinn in Portland, as well as Instinct and Legends Of The Fall in other parts of the island, stated that a film project represents a quick short term injection of funds that also creates good temporary jobs.

“All of the obvious economic benefits come with the filming of a Hollywood movie in Jamaica, and the only thing it takes out of the country is a roll of film… you can’t beat that for an investment,” said Walters.

“I’ve worked on a project where the telephone bill alone was J$3 million after a couple of weeks. So it’s clear that a film project enriches the economy, even as the location itself enriches the production in a mutually beneficial relationship. Port Antonio, in particular, has so much charm, beauty and variety as a location. You have a small town, jungle, beaches, rivers… it becomes almost like a backlot for filming a variety of scenes,” she added.

In addition to the pecuniary benefits, Walters pointed out that overseas film projects facilitate invaluable training and knowledge transfer to the local film industry.

“While we have a fledgling local industry here, we are accumulating valuable experience from overseas film projects that will help in our own development. Our local crew is highly skilled… at any one time we can do two or three productions. The more we learn from visiting production teams, the more we grow.”

Support for local projects

Brian St Juste opined that Jamaica’s experienced and highly competent film professionals, who have worked on every major film shot in the island, require support in hurdling the challenge of attracting the large investments needed to fund indigenous productions. He noted that despite the suite of incentives provided to filmmakers under the Motion Picture Encouragement Act, which include duty free entry for film equipment and tax holidays on profits, there is still more that needs to be done.

“Amendments are needed to provide additional incentives to the local investor. In recognising the challenges that face the industry and the need to develop a solid platform from which to build, the Government has convened a Film Policy Committee to review industry recommendations that will form the basis for the roadmap to increase the productive output and wealth creation,” said St Juste.

Kim Marie Spence, JAMPRO’s Creative Industries Manager and Film Commissioner, indicated that in addition to areas such as institutional strengthening, training and industry certification, intellectual property rights and investment in infrastructure, the Film Policy will explore a framework for incentives and funding.

“The film policy, now in the final stages of drafting, will attempt to alleviate funding issues for local filmmakers as it seeks to establish a partnership with financial institutions such as Development Bank of Jamaica and credit unions to establish a specific line of credit for film,” said Spence.

St Juste noted that in the long run, the policy will serve as the blueprint for industry development, as enabling legislation will be drafted to entrench guidelines.

“The time to come together is now as we must move expeditiously to build an industry that will place Jamaica as the premier film production centre for the Caribbean,” stated St Juste.