The Entertainment Industry And The Los Angeles County Economy
The Entertainment Industry and theLos Angeles County EconomyPREPARED BYNOVEMBER 2012COMMISSIONED BY
The Hollywood Chamber of CommerceFor more than 90 years, the Hollywood Chamber of Commerce has providedleadership, advocacy, business development resources, networking, and governmentaffairs programs and services to keep the Hollywood business and residentialcommunities safe, relevant and economically vital. As would be expected, theChamber has a significant contingent of entertainment industry firms that aremembers. Christopher Barton of Hudson Pacific Properties is the Chairperson of theHollywood Chamber of Commerce Board of Directors and Leron Gubler is thePresident/CEO of the Hollywood Chamber of Commerce. For more information pleasevisit www.hollywoodchamber.net.
The LAEDC, the region's premier business leadership organization, is a private, non-profit 501(c)3organization established in 1981.As Southern California’s premier business leadership organization, the mission of the LAEDC isto attract, retain, and grow businesses and jobs for the regions of Los Angeles County.Since 1996, the LAEDC has helped retain or attract more than 175,000 jobs, providing 8.5 billion indirect economic impact from salaries and more than 177 million in tax revenue benefit to localgovernments and education in Los Angeles County.Regional LeadershipThe members of the LAEDC are civic leaders and ranking executives of the region’s leading public andprivate organizations. Through financial support and direct participation in the mission, programs, andpublic policy initiatives of the LAEDC, the members are committed to playing a decisive role in shapingthe region’s economic future.Business ServicesThe LAEDC’s Business Development and Assistance Program provides essential services to L.A. Countybusinesses at no cost, including coordinating site searches, securing incentives and permits, andidentifying traditional and nontraditional financing including industrial development bonds. The LAEDCalso works with workforce training, transportation, and utility providers.Economic InformationThrough our public information and for-fee research, the LAEDC provides critical economic analysis tobusiness decision makers, education, media, and government. We publish a wide variety of industryfocused and regional analysis, and our Economic Forecast report, produced by the Kyser Center forEconomic Research, has been ranked #1 by the Wall Street Journal.Economic and Policy Analysis GroupThe LAEDC Economic and Policy Analysis Group offers thoughtful, highly-regarded economic and policyexpertise to private- and public-sector clients. The group focuses on economic impact studies, regionalindustry analyses and economic issue studies, particularly in water, transportation, infrastructure andworkforce development policy.Leveraging our LeadershipThe LAEDC operates the World Trade Center Association Los Angeles-Long Beach (WTCA LA-LB),which facilitates trade expansion and foreign investment, and the LAEDC Center for EconomicDevelopment partners with the Southern California Leadership Council to help enable public sectorofficials, policy makers, and other civic leaders to address and solve public policy issues critical to theregion’s economic vitality and quality of life.Global ConnectionsThe World Trade Center Association Los Angeles-Long Beach works to support the development ofinternational trade and business opportunities for Southern California companies as the leadinginternational trade association, trade service organization and trade resource in Los Angeles County. Italso promotes the Los Angeles region as a destination for foreign investment. The WTCA LA-LB is asubsidiary of the Los Angeles County Economic Development Corporation. For more information, pleasevisit www.wtca-lalb.org 2012 Los Angeles County Economic Development CorporationThe Kyser Center for Economic Research444 S. Flower St., 37th Floor, Los Angeles, CA 90071Tel: 213-622-4300, 888-4-LAEDC-1 Fax: 213-622-7100www.LAEDC.org research@laedc.org
Prepared and Researched by:The LAEDC Kyser Center for Economic ResearchRobert Kleinhenz Ph.DChief EconomistFerdinando GuerraAssociate EconomistThe LAEDC Economic Policy and Analysis GroupChristine Cooper Ph.DVice PresidentMyasnik PoghosyanAssociate EconomistWith special thanks to:David PerezEconomic Research Intern
Table of ContentsI. Introduction . 1Summary of Findings . 1II. Profile of the Entertainment Industry . 4III. Close-Up: A look at Industry Sectors . 7Motion Picture, Video and Related Sectors. 7Sound Recording/Production . 12Radio, Television and Cable . 14Live Entertainment/Performing Arts . 16Agents, Managers and Independent Artists . 18IV. The Self-Employed in the Entertainment Industry . 21V. Economic Impact . 24VI. Conclusion . 28Challenges . 28Opportunities . 30VII. Appendix . 33 2012 Los Angeles County Economic Development CorporationThe Kyser Center for Economic Research444 S. Flower St., 37th Floor, Los Angeles, CA 90071Tel: 213-622-4300, 888-4-LAEDC-1 Fax: 213-622-7100www.LAEDC.orgresearch@laedc.org
IntroductionI. IntroductionLos Angeles has long been regarded the Entertainment Capital of theWorld, a title earned over many decades of activity in motion picture,sound, and television production. For many people, the words LosAngeles and Hollywood are synonymous with entertainment.Entertainment enters people’s lives at movie theaters and performing artsvenues. It also enters their homes through television and radios, DVDsand compact disks, and increasingly through the Internet. And it hasbecome an essential part of people’s activities in their cars, at the gym, orat work.Over much of the industry’s modern history, content and medium wereclosely linked. In the digital age, however, the entertainment industry isundergoing a profound evolutionary change. Content may originate as afeature length movie, but is now distributed across a range of platforms.The production of content has changed as well. Digital imaging isdisplacing film in the production of movies while lines are being blurredbetween such related industries as movie production, electronic computergames, and other entertainment media. These changes have transformedthe entertainment industry, while at the same time transforming the localeconomy.The objective of this study is to describe the presence of theentertainment industry in the Los Angeles area economy, to estimate theimpact the industry has on the local economy, and to identify both thechallenges and opportunities facing the industry in the coming years.The report will be structured as follows: Overview of the entertainment industryProfile of entertainment industry sectorsRole of self-employed in the industryEconomic impact of the entertainment industryConclusion, challenges and opportunitiesAdditional information is contained in the appendix.Summary of FindingsDespite the loss of business to places around the country and around theglobe, the entertainment industry in Los Angeles County continues toloom large, both as a focal point for the global industry and as asignificant contributor to the local economy.The Entertainment Industry and the Los Angeles County Economy 1
IntroductionThe entertainment industry employed nearly 162,000 wage and salaryworkers in Los Angeles County during 2011, equivalent to nearly 5% ofthe 3.3 million private sector wage and salary workers in the county. Inaddition, the industry employed more than 85,000 free-lanceprofessionals and other independent contract workers. With a combinedtotal of 247,000 workers, this is one of the largest industries in the county.Setting aside the stereotypical starving actor/waiter, many who work inthe industry earn pay that is well above of the average wage in LosAngeles County. The average annual wage in the entertainment industrywas 117,000 in 2011, more than double the average ( 53,300) acrossall private sector industries.The industry does not just provide jobs; it is a key component in the LosAngeles County economic engine. With most of the industry’s “sales”taking place outside the county -- even outside the United States – theindustry makes a significant contribution to the local economy asproceeds from sales of movie tickets, videos, and other programmingcome back to the county. This causes ripple effects in terms of jobs,incomes, and local and state sales taxes. In addition to the 247,000 jobsthat are tied directly to the entertainment industry, industry activity createsadditional jobs indirectly, both through the businesses that supply to theentertainment industry (caterers, florists, and so on) and throughspending in the local economy by workers in the entertainment andsupplier industries.Taking into account this indirect job creation, the entertainment industry isdirectly or indirectly responsible for nearly 586,000 jobs in the county,yielding over 43 billion in labor income. Moreover, the industry generatesover 120 billion annually in output. Of that, 47 billion is value added thatis directly related to the entertainment industry. This is equivalent to 8.4%of Los Angeles County’s estimated annual Gross County Product ( 558billion) in 2011. Spending by these businesses and their workers alsoyields nearly 6 billion annually in state and local taxes.Despite its impressive presence in the local economy, the industry hasencountered numerous challenges in the form of runaway production,both domestically and internationally, as well as piracy and other forms ofintellectual property theft. Runaway production to other states continuesto be one of the key challenges going forward. Since 2002, other stateshave implemented incentive programs to attract film and televisionproduction. These programs have proven to be effective in attractingactivity and increasing industry employment in these states.Even as it contends with these problems, it faces a number ofopportunities in the 21st Century. The first is the continued evolution ofThe Entertainment Industry and the Los Angeles County Economy 2
Introductioncontent production and distribution. Digital production and processing willcontinue to shape developments behind the camera. At the same time, assome distribution channels mature, new distribution channels open upand grow rapidly.Second is the opportunity to deliver content across the world. Countriesacross the globe are in various stages of economic development. Withthat comes an emerging middle class whose appetite for consumer goodsand services will grow as the standard of living improves. Their demandfor entertainment will be many times larger than that of the U.S. economy.In striving to meet this growing demand, the Los Angeles Countyentertainment industry will truly earn its title as the Entertainment Capitalof the World.The Entertainment Industry and the Los Angeles County Economy 3
Profile of the Entertainment IndustryII. Profile of the Entertainment IndustryDefinitions of the entertainment industry vary depending on the area offocus, but in Los Angeles the entertainment industry invariably beginswith motion picture production and a handful of other industry segmentsthat have a long-standing presence in the area. Added to these are anumber of related industries. For the purpose of this study, theentertainment industry has been defined to include the following: MotionPicture & Video-Related Sectors, Sound Production & Related Sectors,Radio, Television & Cable Sectors, Live Entertainment Sectors, and boththe artistic talent and the business side of the industry. A complete list ofindustry segments appears in Appendix Table A-1.Many of the companies and individuals who are the driving force behindcreative content, production, and distribution call Los Angeles Countytheir home. The entertainment industry is big business in Los Angeles.In 2011, over 13,000 establishments generated 161,862 jobs and over 18.9 billion in payroll. Among these are globally recognized companiessuch as Paramount, Warner Bros., NBCUniversal, and MTV.Within the industry, the largest concentration of activity may be found inthe Motion Picture and Video Related Sectors. This sector accounted forthe lion’s share of industry employment with 117,841 jobs last year andpayroll totaling 11.3 billion. Establishments in this sector tended to berelatively fewer in number but larger in size. The average annual wage forthis sector was 96,000, slightly below the average for the entertainmentindustry as a whole.The other sectors of the entertainment industry were considerably smallerin terms of employment, annual payroll, and, with the exception of AgentsThe Entertainment Industry and the Los Angeles County Economy 4
Profile of the Entertainment Industryand Managers, the number of establishments. Average annual wagesacross different sectors varied widely, from 103,000 in Sound Productionto 261,200 for Agents, Managers, and Independent Artists.With 161,862 wage and salary workers, industry employment wasequivalent to 4.8% of Los Angeles County’s 3.3 million private sectorworkforce in 2011. Total employment in the entertainment industry was16.9% higher in 2011 than it was in 2001, but fell 8.5% shy of peakemployment in 2004 when 176,830 worked in the industry. While part ofthe decline in recent years may be attributed to the Great Recession,runaway production was also a likely contributing factor as motion pictureand video production alone lost over 16,100 jobs from 2004 to 2011.In addition to wage and salary employees, the entertainment industry isnoted for its reliance on free-lance talent. Free lance artists, writers,lighting, sound, and other production professionals, as well as agents andmanagers provide the industry a diversified labor pool. These individuals - who are generally self-employed and have no employees -- numbered85,032 in 2010, the most recent year for which information is available.This segment of the labor pool has grown consistently over the past 10years.Actors, writers, and other professionals in the entertainment industry arerepresented by an array of labor unions and guilds. The most notable isthe Screen Actors Guild-American Federation of Radio and TelevisionArtists (SAG-AFTRA), which resulted from the merger of those twoentities earlier in 2012. Nationally, this organization alone represents over160,000 actors, announcers, broadcasters, journalists, dancers, DJs,news writers, news editors, program hosts, puppeteers, recording artists,singers, stunt performers, voiceover artists and other media professionalsnationally. Similarly, the International Alliance of Theatrical StageThe Entertainment Industry and the Los Angeles County Economy 5
Profile of the Entertainment IndustryEmployees (IATSE) counts over 100,000 members in its ranks nationally.Other organizations include the Writers Guild of America, the DirectorsGuild of America, and the Teamsters, to name a few.Finally, several companies in the entertainment industry that are“household names” are located in Los Angeles County. These includeParamount, Warner Bros., Sony, NBCUniversal, Walt Disney, ABC, CBS,and Fox. Most of these companies are located in Burbank, Universal City,Culver City, Santa Monica, and West L.A. Paramount is the only one ofthe six major studios that still calls Hollywood its home. However,Hollywood houses numerous independent studies, including:Sunset/Gower and Bronson Studies, Raleigh Studios, RED Studios, andProspect Studios. As for the rest of the entertainment industry, localnetwork and independent television and radio stations are located inseveral parts of Los Angeles (City), as well as Glendale and Burbank,while live entertainment venues are scattered throughout Los AngelesCounty, with the largest facilities including Staples Center in downtownLos Angeles and the Hollywood Bowl in Hollywood.The Entertainment Industry and the Los Angeles County Economy 6
Close-Up: A Look at Industry SectorsIII. Close-Up: A Look at Industry SectorsMotion Picture, Video and Related SectorThe Motion Picture, Video and Related sector is by far the largest sectorof the entertainment industry. 1 With 117,841 jobs, it makes-up nearly 73%of total industry employment. This sector accounted for 4,927establishments, just over a third of the industry total, and 11.3 billion inpayroll in 2011, which was 60% of total entertainment industry payroll.Within this sector, the largest subsector is Motion Picture and VideoProduction, which employed just over 102,000 individuals in 2011,equivalent to 86.6% of all jobs within this sector. Closely tied to MotionPicture and Video production are Motion Picture and Video Distribution,Teleproduction and Postproduction Services, and “Other” Motion Pictureand Video. Although employment in these subsectors is just a fraction ofthe size of Motion Picture and Video Production, all three sectors have asymbiotic relationship.Employment in the Motion Picture, Video and Related sector grew by lessthan 1.0% in 2011, following a 2.3% gain in 2010. Still, these gains werewelcome after the 10.0% decline experienced during the Great Recessionof 2009. While employment last year was 25% higher than in 2001, it was1For this study, the Motion Picture, Video and Related sector is comprised of the following NAICScodes: Motion Picture and Video Production (512110), Motion Picture and Video Distribution(512120), Motion Picture Theaters, except Drive-ins (512131), Drive-in Motion Picture Theaters(512132), Teleproduction and Postproduction Services (512191), and Other Motion Picture and Videoindustries (512199). Unless otherwise indicated, NAICS 512131, 512132, and 512199 have beencombined into a single “Other Motion Picture and Video” category.The Entertainment Industry and the Los Angeles County Economy 7
Close-Up: A Look at Industry Sectors12.1% (or 16,160 jobs) below the most recent peak year (2004) whenthere were 134,000 in the industry. Nearly all of the subsectors lostemployment from 2004 to 2011, with Motion Picture and Video Productionalone losing 16,100. Arguably, these job losses stemmed in part fromrunaway production, as other states began to implement film incentives inthe early 2000s.Motion Picture and Video Production also accounted for the vast majorityof establishments (4,024) and payroll ( 9.8 Billion). However, the averageannual wage of 96,200 was slightly below the average for the entiresector.Looking at the number of business establishments within this sector, allsubsectors exhibited a declining trend over the last 10 years, with theexceptions of Teleproduction and Postproduction Services whichincreased by 11.4%. The recession may have contributed to theThe Entertainment Industry and the Los Angeles County Economy 8
Close-Up: A Look at Industry Sectorsdownward trend in the number of establishments, but this occurredunevenly across the subsectors of the industry.In contrast to the declining trend for the number of establishments, thewages have risen significantly over the last 10 years. The average annualwage within this sector jumped by 14.8% from 83,860 in 2001 to 96,300 in 2011.Despite decades of runaway production, Los Angeles County still has thelargest concentration of Motion Picture and Sound Productionemployment in the country and the lion’s share of industry relatedemployment in the state of California. Based on annual labor marketinformation for 2011, 34.6% of the nation’s 363,300 Motion Picture andSound Recording Industry jobs are located in Los Angeles County, withanother 6.1% located elsewhere in California. Still, Los Angeles andCalifornia have lost ground over the years, with nearly 60% ofemployment now located outside of California. The challenge of runawayproduction is discussed in greater detail in the Conclusion of this report.The Entertainment Industry and the Los Angeles County Economy 9
Close-Up: A Look at Industry SectorsGiven this concentration of activity, motion picture and video production isconstantly taking place across the county. In addition to the sound stagesof the major film studios and their independent counterparts, crews aremaking movies, television programs, commercials, and other videos onlocation in neighborhoods and communities across the county. As with somany other activity indicators for the industry, on-location film productionwas going strong prior to the recession, experienced a sharp pullback in2008 and 2009, but has since regained some lost ground with heightenedactivity in 2010 and 2011. On a year-to-date basis through the thirdquarter of 2012, total on-location activity is 2.0% behind last year,perhaps owing to weakness in the U.S./global economies and runawayproduction.The Entertainment Industry and the Los Angeles County Economy 10
Close-Up: A Look at Industry SectorsOnce produced, motion pictures and television programs are distributedthrough a number of channels, each giving rise to separate revenuestreams. Looking first at box office activity, domestic receipts totaled 10.2 billion in 2011 and have edged up only slightly over the past 10years. By comparison, international receipts were more than twicedomestic receipts at 22.4 billion in 2011, and have more than doubledover the ten year time period from 2001 through 2011.Along the same lines, proceeds from international film and televisionrentals have likewise exhibited impressive growth historically. Althoughdented by the recession, revenues grew from approximately 9 billion atthe start of the 21st Century to 13.5 billion in 2010, the most recent yearfor which data are available.The Entertainment Industry and the Los Angeles County Economy 11
Close-Up: A Look at Industry SectorsLastly, spending on DVDs hit 18.0 billion in 2011. While virtuallyunchanged from 10 years earlier, the revenue stream derived from thisdistribution channel peaked in 2004 at 21.8 billion, and may be hardpressed to match that level in the future as DVDs face stiffeningcompetition, notably from online, streaming-video distribution channelssuch as local cable and satellite television companies, Netflix, andwebsites such as YouTube and Hulu.An important part of this sector’s activity includes production ofcommercials. Based on a recent survey conducted by the Association ofIndependent Commercial Producers (AICP), production expendituresrose marginally last year from 2.49 billion to 2.52 billion. Forty-eightpercent of industry expenditures were spent in California (Los Angelesspecific numbers were not available), down from 50% a year earlier butup from 38% in 2008. California’s market share of production days was49% in 2011, down five percentage points since 2007. Nationally, theaverage number of commercials per company fell from 33.2 in 2010 to30.6 in 2011, while the average number of shoot days also decreasedfrom 59.9 days in 2010 to 55.4 days last year.Sound Recording and ProductionWhile the motion picture segment of the industry may be the largestsegment by employment, other segments of the industry are important intheir own right. The first of these is Sound Recording and Production 2.This sector employed 3,047 people in 2011.2This sector is comprised of the following NAICS codes: Record Production (512210), IntegratedRecord Production and Distribution (512220), Music Publishers (512230), Sound Recording Studios(512240), and Other Sound Recording Industries (512290).The Entertainment Industry and the Los Angeles County Economy 13
Close-Up: A Look at Industry SectorsThe largest subsector was Sound Recording Studios at 42.1% of sectoremployment, followed by Integrated Record Production and Distributionwith 27.8%, Music Publishers with 18.9%, and the balance spread overthe remaining subsectors.Sector employment grew by nearly 2% in 2011 -- after experiencing threestraight years of declines. This sector experienced a significant decline of34% in total employment from 2001 to 2008, from which it has notrecovered. The fall in employment did not occur during, but ratherpreceded, the Great Recession, collapsing by nearly 50% from 2007 to2008.Employment in the sector plunged by 39.6% over the past decade, astechnological advances in digital sound recording and distribution haveresulted in job losses. As sector employment declined, its share of totalentertainment industry employment fell from 3.9% in 2001 to 1.9% lastyear.The Entertainment Industry and the Los Angeles County Economy 13
Close-Up: A Look at Industry SectorsThere were 440 business establishments within the sector in 2011. Thenumber of establishments has shown a declining trend in recent years,decreasing by 23.3% from 574 in 2001. The only exception was MusicPublishers, which rose from 104 to 127 establishments.Total payroll in the sector stood at 313.8 million in 2011 havingrebounded modestly in 2010 and 2011 from sharp decreases during therecession years of 2008 and 2009. However, over the long term, totalpayroll has declined along with the number of establishments. In 2011,total payroll was 10% lower than the 348.9 million figure posted in 2001.By contrast, average annual wages and salaries in this sector havegenerally grown over the past 10 years. At 102,980 in 2011, the averageannual wage was slightly higher than the average wage across the entireentertainment industry. The average annual wage grew marginally over2010 and was 48.8% higher than in 2001.Radio, Television and CableThe Radio, Television and Cable sector employed 18,503 workers in2011. 3 The Radio and Television Broadcasting subsector constitutes thelargest component of this sector making up 76.9% of total employmentwith the balance in Cable and Other Subscription Programming.3This industry sector consists of the following NAICS codes: Radio and Television Broadcasting(5151), and Cable and Other Subscription Programming (515210).The Entertainment Industry and the Los Angeles County Economy 14
Close-Up: A Look at Industry SectorsThis sector saw employment growth in 2011 of 5.5% following threestraight years of declines. The sector had grown steadily before therecession, peaking in 2007 at 19,572 workers. Employment subsequentlyfell three years in a row before last year’s increase.However, employment trends diverged between the two subsectors.Radio and Television Broadcasting enjoyed employment growth of 10.1%(1,309 jobs) from 2001 to 2011, while Cable and Other SubscriptionProgramming experienced a 31.2% decline (losing 1,939 jobs). The resultwas a net negative impact of 3.1% on total employment for the sector asa whole from 2001 to 2011.The Entertainment Industry and the Los Angeles County Economy 15
Close-Up: A Look at Industry SectorsThe number of business establishments within the sector stood at 319 in2011, edging up 2.2% from 299 in 2001. However, the number of firmsfell 3.6% from 2010 to 2011, with declines in both subsectors. Bycomparison, sector-wide payroll rose by a substantial 30.8% from 1.6billion in 2001 to 2.1 billion in 2011, primarily because of a gain in Radioand Television Broadcasting, which was slightly offset by a decline inCable. As for employee compensation, the average annual wage rose35.8% from 83,200 in 2001 to 113,000 last year, with gains occurring inboth subsectors.Live Entertainment/Performing ArtsThe Live Entertainment sector employed 5,040 people in 2011, or 3.1% oftotal Entertainment Industry employment 4. Musical Groups and Artistsconstituted the largest component of the sector, making up 55.7% of totalemployment, followed by Theater Companies and Dinner Theaters at39.3%, with the remaining five percent divided among the other twosubsectors.4This sector consists of the following NAICS codes: Theater Companies and Dinner Theaters(711110), Dance Companies (711120), Musical Groups and Artists (711130), and Other PerformingArts Companies (711190).The Entertainment Industry and the Los Angeles County Economy 16
Close-Up: A Look at Industry SectorsLive Entertainment experienced a 2.8% increase in employment during2011 following decreases in five of the previous six years.Sector employment has trended downward in recent years, falling 4.9%since 2001 when the sector had 5,297 jobs. Employment peaked in 2004at 6,096 jobs, but took a particularly hard recession-related hit in 2009and 2010 before last year’s gain.Musical Groups and Artists experienced the most substantial slump,losing over 600 jobs and falling by 17.8%. Dance Companies fell by athird, but on a much smaller employment count. On the other hand,Theater Companies and Dinner Theaters added 25% to its ranks over thesame period with just under 2,000 employees last year. Even so, LiveThe Entertainment Industry and the Los Angeles County Economy 17
Close-Up: A Look at Industry SectorsEntertainment fell from 3.8% of total entertainment employment in 2001 to3.1% last year.There were 689 total business establishments in the Live Entertainmentsector in 2011, down from 1,189 in 2001. The number of businessestablishments decreased by double digits in all
entertainment industry has been defined to includ the following: Motion e Picture & Video-Related Sectors, Sound Production& Related Sectors, Radio, Television & Cable Sectors, Live Entertainment Sectors, and both the artistic talent and the business side of the industry. A complete list of industry segments appears in Appendix Table A-1.
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