Los Angeles’ production community sent a powerful message on Sunday: California must act boldly to keep its film and TV industry alive—and local.

At SirReel Studios in Sun Valley, hundreds of crew members, artists, and allies packed a large warehouse space in support of Governor Gavin Newsom’s proposed $750 million expansion of the state’s Film and TV Tax Credit program, laid out in legislative proposals AB 1138 and SB 630.

The “Stay in L.A.” rally, held on the 2 p.m. sun-drenched lot of a facility best known for equipment rentals, offered not only tacos and t-shirts but an urgent reminder of how fragile California’s production ecosystem has become in the face of fierce global competition.

“We’re not asking for a handout. We are asking for the chance to work,” said L.A. City Councilmember Nithya Raman. “It’s a middle class industry of costumers, set decorators, drivers, camera operators, hair dressers and caterers. It’s all of us, and to think this is a hand-out for rich people is patently false. We want to work in L.A., we want to live in L.A., we want to raise our families in L.A.”

Fewer Jobs, Fewer Productions, and a Shrinking Footprint

The data supports the concern. A new report from FilmLA shows that regional studio occupancy—once reliably near 90% between 2016 and 2022—has fallen sharply. In 2023, occupancy dropped to 69%. In 2024, it declined further to 63%, with Q2 reaching only 67%.

Episodic television, long a driver of sustained stage use, now makes up just 20% of all activity on certified stages—down from 30% in previous years.

The rally’s timing couldn’t be more critical. As production migrates to states like Georgia, New Jersey, and international hubs offering aggressive cash rebates and infrastructure investments, California risks ceding not just jobs but entire creative ecosystems.

A Call to Action—and Investment

Speakers included a blend of elected officials, working professionals, and activists. Director Adam Bhala Lough offered a provocative proposal: that California should stop fighting over “soft money” tax credits and start investing real capital into the entertainment sector.

“There should be no cap on incentives,” said Lough. “The U.K., France and Canada invest cash in the industry. They take an equity stake. They profit when films succeed. California has a $3.9 trillion GDP, but it sticks with soft money tax credits and wonders why productions are leaving. We need to think bigger. I propose California becomes a financier or a co-financier by covering 50 percent or 100 percent on [everything from] micro-indies to blockbusters.”

Political Pressure, Grassroots Energy

Councilmember Imelda Padilla (District 6) encouraged attendees to put pressure on City Hall.

“Only 4 of the 15 councilmembers are talking about it,” she said. “For everyone who lives in L.A., I highly encourage you to call all council members. The minimum you need is eight to get anything done. Make sure it’s a priority.”

Meanwhile, SAG-AFTRA’s Joely Fisher drew from the energy of last year’s labor strikes to galvanize support.

“There is no place like home, am I right? We have to start meeting like this,” she said. “I feel a little nostalgic when we were marching and we fought corporate greed. They call us unserious and unreasonable people. Where are my unserious and unreasonable people at?”

“The nation, the world is at a crossroad. It’s an existential crisis,” she added. “We need to usher in a golden age and it starts with California.”

What’s Next

As legislators debate the future of the expanded tax credit proposal, the stakes are clear. For California to remain a global capital for content creation, it must not only offer competitive incentives but also signal that it values and protects the working people behind the camera.

In the words of Councilmember Raman, “We’re not asking for a hand-out. We are asking for the chance to work.”