The Rise of “Set-Jetting” and the Local Economic Boost from Film & TV Production
Imagine scrolling through Instagram and recognizing a local diner, not for its coffee, but because it was featured in the latest hit Netflix series. This isn’t a coincidence. A new wave of tourism, dubbed “set-jetting,” is sweeping the nation, and it’s poised to significantly impact local economies – and the opportunities for everyday people to get involved, even as extras.
Netflix’s “72 Hours” and the Growing Demand for Background Talent
The recent announcement that Kevin Hart’s upcoming Netflix film, “72 Hours,” is seeking extras in the New Jersey area is a microcosm of a much larger trend. Film and television production is booming, fueled by the streaming wars and a constant demand for fresh content. This surge in production directly translates to a growing need for background actors, or extras, offering a unique entry point into the entertainment industry. The casting call – requiring availability from June 24-26, 2025, or July 14-18, 2025 – highlights the logistical complexities and increasing scale of these productions.
But the impact extends far beyond a day on set. The influx of cast and crew, and subsequently, set-jetters, creates a ripple effect of economic activity.
The Economic Impact of Film Tourism: Beyond the Blockbuster
While major blockbusters like Marvel films often generate significant tourism revenue for their filming locations, the impact of streaming series is proving to be even more sustained. Unlike a movie that has a limited theatrical run, a successful series can draw visitors to a location for years. Consider the impact of “The Crown” on tourism in the UK, or “Game of Thrones” in Northern Ireland. These shows didn’t just attract visitors during filming; they created a lasting legacy of film tourism.
According to a recent report by the Film in Partnership (FIPP), film tourism contributed over $1.5 billion to the UK economy in 2023 alone. This figure is expected to grow exponentially as streaming platforms continue to invest in original content. The key difference now is the democratization of access. Previously, film tourism was largely tied to iconic locations and major motion pictures. Now, a charming small-town diner featured in a popular series can experience a similar boost.
From Extras to Entrepreneurs: New Opportunities in the “Content Economy”
The demand for extras isn’t just about filling scenes; it’s about creating opportunities for local residents to participate in the “content economy.” This extends beyond simply earning a day rate. The experience can be a stepping stone to other roles in the industry, or inspire individuals to create their own content.
The Rise of Local Support Services
The increased production activity also fuels demand for local support services. From catering and transportation to accommodation and equipment rental, film and TV productions require a wide range of resources. This creates opportunities for local businesses to expand their services and cater to the specific needs of the industry. For example, a local dry cleaner might specialize in wardrobe maintenance for productions, or a transportation company might offer shuttle services for cast and crew.
The Power of Social Media and Location Scouting
Social media plays a crucial role in amplifying the impact of film tourism. Fans actively seek out filming locations and share their experiences online, creating a viral marketing effect. Location scouts are increasingly leveraging platforms like Instagram and TikTok to identify potential filming locations, often prioritizing authentic and visually appealing settings. This means that even seemingly ordinary locations can become sought-after destinations.
Preparing for the Future: Skills and Infrastructure for a Growing Industry
To capitalize on the growing opportunities presented by film and TV production, communities need to invest in the necessary skills and infrastructure. This includes:
- Workforce Development: Offering training programs in areas such as film production, acting, and set design.
- Infrastructure Improvements: Investing in studio space, sound stages, and other facilities.
- Streamlined Permitting Processes: Making it easier for productions to obtain the necessary permits and approvals.
- Community Engagement: Building strong relationships with local residents and businesses to ensure that productions are welcomed and supported.
The casting call for “72 Hours” is more than just an opportunity to appear in a Kevin Hart movie; it’s a signal of a broader economic shift. The rise of set-jetting and the growing demand for background talent are creating new opportunities for individuals and communities alike. By embracing this trend and investing in the necessary resources, we can unlock the full potential of the content economy.
What are your thoughts on the impact of film and TV production on local economies? Share your experiences and predictions in the comments below!
