There’s no business like show business — and few cities know that better than Burbank, California. Home to Warner Bros., Disney, and the beating heart of Los Angeles’ studio ecosystem, Burbank once ruled as the “Media Capital of the World.” Now, local leaders want to make sure it stays that way.

At a recent roundtable hosted by the Burbank Chamber of Commerce and Assemblymember Nick Schultz, city officials and industry advocates — including Women in Media and Stay in LA — unveiled plans for the city’s first-ever Burbank Film Commission. The proposal aims to modernize and streamline film permitting, strengthen ties between state and city agencies, and leverage local businesses to keep productions from fleeing to Georgia, New Mexico, or Canada.

“We’re the media capital of the world, and we need to start acting like it,” said Carmenita Helligar, chair of the Burbank Chamber of Commerce. “It’s time to bring productions home.”

The plan follows California’s recent boost to its Film and Television Tax Credit Program, which doubled to $750 million annually to help curb runaway production. A city-level film commission would complement those statewide incentives, offering filmmakers easier access to locations, resources, and support.

Industry veteran Greg Zukowski floated one innovative idea — “sister city” permit partnerships with other filming hubs like Santa Monica. “Imagine being able to pull one permit to shoot in both cities,” he said. “You could film all your interiors here and head to the beach the next day.”

But beyond bureaucracy, advocates see the film commission as a way to change perception. “Burbank has a marketing problem,” Zukowski admitted. “The word on the street is that we’re not film-friendly. That has to change.”

Part of that transformation could come from programs like Women in Media’s CAMERAderie Initiative, proposed by Executive Director Tema Staig, which mentors new filmmakers and helps fund independent projects through grants and fiscal sponsorship. “We’d help crews from production through post, creating hundreds of new jobs across the city,” said Staig.

Assemblymember Nick Schultz, who pledged his support, sees the move as part of a broader revival. “Local governments should be finding creative ways to cut costs and red tape while recruiting new productions to our region,” Schultz said.

If approved, the Burbank Film Commission could mark a pivotal step in California’s effort to reclaim its cinematic crown — and send a clear message to Hollywood: the Media Capital is open for business.