Hollywood on the Hudson: As California Stumbles, New Jersey Cements Itself as the East Coast’s Production Powerhouse

By: Kaylie McNoor

In a cinematic plot twist few in the industry predicted a decade ago, New Jersey has emerged as a serious contender in America’s ongoing battle for film and television dominance — and it’s coming for Hollywood’s crown. On May 13, Netflix broke ground on its $848 million, 292-acre production campus in Central New Jersey, repurposing the historic Fort Monmouth Army base into a sprawling 12-soundstage studio facility. But while that groundbreaking ceremony symbolized a landmark moment for the streaming giant, it was also a striking testament to how far New Jersey has come as a state actively cultivating a homegrown, sustainable film and television industry.

The Hollywood Reporter (THR), which has tracked the Garden State’s production boom with detailed coverage, noted the presence of Netflix co-CEO Ted Sarandos at the Fort Monmouth launch. On hand to greet him was Monmouth County Commissioner Director Thomas Arnone, who offered a simple yet powerful message: “We will make this easy for you.”

That message encapsulates New Jersey’s approach — one that stands in stark contrast to years of inertia in California. Even as California Governor Gavin Newsom doubled his state’s tax incentive cap from $330 million to $750 million, he admitted at a July 2 press conference that “we put our feet up, we took things for granted.” It’s a concession long echoed by industry insiders who have seen projects once defaulted to Burbank now heading east — and THR has consistently emphasized how New Jersey is capitalizing on that shift.

A key voice in the Garden State’s production renaissance is Gannon Murphy, co-founder and president of Screen Alliance New Jersey (SANJ). “New Jersey offers the best of both worlds: proximity to New York without the complexity, and a state government that’s deeply invested in growing the industry the right way,” Murphy told THR. From his base at Cinelease Studios in Jersey City — the state’s first purpose-built production facility — Murphy has watched the momentum build. Cinelease, which boasts three 40-foot-high soundstages and over 8,000 square feet of office space, has hosted projects ranging from Wild ‘N’ Out season 17 to American Horror Stories season three.

Even the venue that hosted SANJ’s recent NJ Film Expo — the largely shuttered Meadowlands arena — has seen new life as a production space, leased since 2018 by NBCUniversal for primetime dramas such as Lincoln Rhyme: Hunt for the Bone Collector and AMC’s Tales of the Walking Dead. As the THR report pointed out, New Jersey is not merely providing square footage — it is cultivating a genuine production ecosystem.

Across Newark Bay, the city of Newark has also staked its claim in the East Coast film boom. Desireè Hadley, manager of the Newark Office of Film and TV, highlighted the city’s distinctive “historic-looking buildings and architecture,” which make it ideal for period pieces. “We are always one of the locations where folks come if they want to do something that’s filmed in the ‘80s or the ‘70s,” she told THR.

Mayor Ras J. Baraka, himself a poet and former educator, described Newark as “made for the big screen,” citing its “can-do vibe” and its wealth of locations, from alleys to art deco facades. Newark Film Studios, based in the landmark 1930 former National Newark & Essex Banking Company headquarters, is a case in point. The iconic space, with its gold-accented mezzanine and high ceilings, has served as a versatile backdrop for productions like West Side Story (2021) and HBO’s The Plot Against America. As founder Joseph Dabbah explained to THR, the studio is “a blank canvas to meet [the] needs” of both indie productions and studio tentpoles.

Crucially, Newark’s location just inside the 35-mile radius from Manhattan’s Columbus Circle means productions avoid IATSE’s union upcharges for travel and lodging — a significant cost savings. “Productions avoid the logistical headaches and high costs of Manhattan while keeping access to talent and crew,” Dabbah noted. And with Newark Liberty International Airport nearby, importing talent — or exporting content — is as easy as catching a morning flight.

Still, the biggest advantage isn’t geography. It’s the policy. New Jersey’s tax incentive program is one of the most generous in the country, offering up to 35 percent in tax credits on qualifying expenditures. Productions need only meet two simple thresholds: spending over $1 million in New Jersey, and ensuring that 60 percent of production costs (excluding post-production) come from in-state vendors. That’s a low bar for a high reward.

Speaking to THR, New Jersey Governor Phil Murphy emphasized not the dollar amount of the program — which has been extended through 2039 — but its long-term vision. “This is not about us,” he said. “This is about generations to come.” That sentiment is echoed by Tim Sullivan, CEO of the New Jersey Economic Development Authority (NJEDA), who added that the incentive program enjoys bipartisan support — a rarity in today’s political climate. As THR reported, New Jersey is now the sixth-largest state for film and TV production, according to a recent study by ProdPro.

“This isn’t about a single production blowing through town for three weeks,” Sullivan told THR. “This is about creating long-term jobs. Three three-to-four-month assignments is a year’s worth of work for a hair and makeup person, a caterer, or a gaffer.”

Indeed, permanence is the new mantra. Beyond Netflix’s campus at Fort Monmouth, Lionsgate is building a 350,000-square-foot studio in Newark. Meanwhile, 1888 Studios is rising in Bayonne — a $400 million, 58-acre complex featuring 23 soundstages. THR noted that it will be “the largest and first campus-style film and television studio facility in the Northeast.” And in Atlantic City, ACX1 Studios is pushing forward with plans to build a pier-based studio set to house more ready-to-shoot film sets than any other on the East Coast.

For industry veterans like Diane Raver of the New Jersey Film Academy and Patricia Piroh of Montclair State University, it’s no surprise. “The best crews live here,” Raver told THR. She has filmed around the world but insists that New Jersey is “the most diverse and easy place to shoot.” From Pine Barrens forests to pristine beaches, from urban grit to historic charm, New Jersey offers a versatile backdrop that few states can rival.

As Tim Sullivan quipped to THR, “Good luck filming a beach scene in Toronto.”

In this unfolding drama, the Golden State may still have the name recognition — but the Garden State has the momentum. With bipartisan political will, robust tax credits, and a talent pipeline trained on home soil, New Jersey has positioned itself as more than just Hollywood East. It’s becoming a destination in its own right.

California, consider yourself on notice. New Jersey isn’t waiting in the wings anymore. It’s center stage — and the cameras are already rolling.