www.shootonline.com THE LEADING NEWSWEEKLY FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION $5.00 DECEMBER 2.2005 This Is N.Y. Spot Week Number Of Spots In AAAA Tax Credit Study Database Is Declining In Offing? By Robert Goldrich This Statistic Looms As Significant In The Annual TV Prodn. Cost NEW YORK—Momentum 4 Rhinofx Has Got Game For Survey; Decrease Suggests Clients Are Investing In Alternate Media is building for legislation that ATI Technologies would create a New York State 4 CFM Lands Palminteri, By Robert Goldrich NEW YORK—Whereas commercials—that’s 58 more spots than in 2003 tax credit targeting commercials. Johnson For Spots the typical marquee find- based on returns from 19 agencies. The bill’s backers hope to have it 4 Directors Moland, Kates Join ing in the American Association However when looking over the voted on by the legislature dur- The Joneses of Advertising Agencies’ (AAAA) past four years, the tally of nation- ing its next session, which begins annual Television Production Cost al commercials being produced, in January. 4 Three Editors Chose Cosmo th Street Address Survey—which is in its 18 year— as reported in the study, is steadily Thanks in part to lobby- has been, for better or worse depend- declining. In 2001, per the AAAA ing efforts by the Association ScreenWork ing on your viewpoint, the average survey, there were 1,741 TV spots. of Independent Commercial cost to produce a national 30-second In ’02, the total was 1,725. When Producers (AICP) over the past 12 Top Spot: Goodby Stands TV spot, now the spotlight shifts to ’03 came in at 1,521 spots, there year, the idea of a spot production “Tall” For Comcast/PBS a bigger picture perspective, namely was conjecture that advertisers from incentive initiative has gained 13 Best Work: Aardman Animations, the number of commercials this and some product categories might have significant bipartisan support in BBH “Keep Walking” other averages are based upon. started up their activity later in cal- both the New York Assembly The latest AAAA study, which endar year ’03 and continued it into and Senate. Firmly in place as 13 Best Work: Karen Carter covers calendar year 2004 as report- ’04. It was too early, said some, to Continued on page 25 Promotes Children’s Film Fest ed by 20 participating ad agencies pinpoint a trend—the ’04 numbers 14 iWork: Ground Zero Exercises and branch offices (including most of the country’s would be more telling. Now that this tally is Chernoff “Music Muscle” For Virgin top 20 shops), shows a total pool of 1,579 national Continued on page 6 Becomes AGENCY OF MTI’s CEO THE YEAR VES Set To Honor Lasseter, Morris By Carolyn Giardina at Pixar Animation Studios and growth in the visual effects art By Carolyn Giardina LOS ANGELES—The Visual former Lucasfilm president—has form. He actually served three PROVIDENCE, R.I.— 17 SHOOT shines the spotlight Effects Society (VES) announced been chosen to receive the Board terms as chair. “Jim’s manage- Postproduction industry veteran on Crispin Porter + Bogusky, that Pixar Animation Studios’ of Directors Award at the 4th ment experience was vital in Larry Chernoff is the new CEO saluting the shop’s work for two-time Academy Award-win- Annual VES Awards on Feb. 15, creating a strong organizational of Mathematical Technologies Burger King, Mini and oth- ning filmmaker John Lasseter, 2006 in Hollywood. The annual foundation for the VES while his Inc. (MTI), a Providence-head- ers. Also included is a look whose credits include direction awards competition honors visu- exceptional reputation in the field quartered manufacturer of tools to at the agency’s integrated of defining computer animat- al effects excellence in features, served as the key recruiting force assist the Digital Intermediate (DI) production department, and ed feature Toy Story, has been TV, commercials, music videos for membership,” said current and film restoration processes. a chat with Miles Nadal of selected to receive the organiza- and games. VES chair Carl Rosendahl. “The Chernoff, who will be based in MDC Partners, which holds tion’s Georges Melies Award for Morris will be honored for VES’ continued success can truly the company’s Hollywood office, a stake in CP+B as well Artistic Excellence; and that VES his role as the founding chair of be attributed to his vision and has been a member of the MTI as several other creative founding chair Jim Morris—pro- VES, an organization started in steering.” board of directors for the past three shops. ducer and production executive 1997 in response to the explosive Continued on page 10 Continued on page 10 spot.com.mentary By Robert Goldrich Perseverance ust a little more than took a proactive stance chance to have a spots-only upcoming proposed state budget president/CEO Matt Miller said a year ago, the com- to remedy the situation. bill pushed through earlier this currently being worked on by the that this decline underscores the Jmercialmaking com- During its December year. While that didn’t come to governor’s office. need for New York to implement munity in New York was 2004 meeting in Los pass, the foundation had been The AICP can make a strong incentives. understandably disap- Angeles, the AICP laid for another bid, which now case for the passage of a tax cred- Supporters of the tax credit for pointed over the passage national board offered looks encouraging (see page one it for commercials. The passage commercials hope to bring the of landmark tax credit full support for an effort story). of the tax credit for features and bill up for a vote during the New legislation designed to to help bring about a For example, during the television has served as a catalyst York legislature’s next session, encourage filming in the New York tax incen- first go-around this past spring, helping to significantly increase which begins in January. While Empire State. Theatrical features tive bill specifically designed for Assemblyman Joseph Morelle movie and TV program produc- a lot can happen in the give-and- and TV programs, including tele- commercials. For one, the board (D-Rochester) enlisted more tion in New York, boosting the take political wrangling that goes films and series, were deemed approved the hiring of a major than 20 other State Assembly state economy. into arriving at a state budget, tax qualifying projects for the incen- national lobbying firm, Wilson, co-sponsors of the measure. Now Meanwhile spot production credit proponents seem guard- tive. But conspicuous by their Elser, Moscowitz, Edelman & the anti-runaway legislation has decreased in New York. edly optimistic over the pros- absence were commercials, a Dicker, which helped open some has as its two major sponsors According to the independently pects of their measure gaining perennial New York business doors in Albany, enabling the Assemblyman Morelle and Sen. conducted third annual survey passage. Just getting to this point mainstay. AICP to present its case to leg- Martin Golden (R-Brooklyn), of AICP member companies, says much for the power of per- The exclusion of spots was islators regarding the importance with legislators in both houses Los Angeles’ share of spot shoot severance and the commercial all the more ironic in that New of commercialmaking to the New on board. days in the U.S. rose from 46 community’s resolve. York, home to Madison Avenue, York economy. The next key hurdle for the percent in 2003 to 53 percent in is synonymous with the adver- Bipartisan support was bill’s backers is to bring Gov. ’04. However, New York showed tising industry. The Association drummed up in both the New George Pataki’s camp into the a decrease from 21 to 18 per- of Independent Commercial York Assembly and Senate, to equation so that the legislation’s cent during that same time frame Producers (AICP) immediately the point where there was a real cost is incorporated into the (SHOOT, 10/21, p. 40). AICP THE LEADING NEWSWEEKLY FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION December 2, 2005 Production POV By Carey Melcher Volume 46 • Number 39 EDITORIAL Publisher & Editorial Director • Roberta Griefer Great Production Support Remains Paramount 203.227.1699 ext 13 • [email protected] Editor • Robert Goldrich ’ve always made it a habit to for the next “hot” director who will the most high profile campaigns things that add up big in the end. 818.884.2440 • [email protected] read the various commercial propel their company from the “B” during any given period. The ability to package the produc- Senior Editor/Creative & Production • Kristin Wilcha Itrade publications. It keeps me list to “A level” in the minds of Obviously, the director should tion while supporting the director, 203.227.1699 ext 16 • [email protected] on top of what both the production agency creatives. remain at the top of the food chain. finding the right balance between Sr. Editor/Technology & Postproduction • Carolyn Giardina 310.664.0848 • [email protected] and agency sides of the business The trades chronicle this quest, But lost in all this coverage is one having enough money for the pro- Reporter/Associate Online Editor • Emily Vines are up to. giving us lots of interviews with simple truth; show me a successful duction and having something left 310.452.8917 • [email protected] Contributors The business model for a com- agency art directors, producers and production company with any kind over for the company. It’s ask- Christine Champagne, Bill Dunlap, Art Smith, Tom Soter mercial production company creative directors that clue us in on of longevity and I’ll show you a ing oneself the toughest question; ADVERTISING hasn’t changed much in the 19 what they are looking for.