Bring Film and Media to the IE

By Lucas Cuny, Media Professional and SBVC Professor

“I am the danger!”—an iconic line delivered by Bryan Cranston as Walter White, also known as Heisenberg, in the groundbreaking AMC series Breaking Bad. Many recognize that line, but few may know that the series was originally intended to be set in Riverside County, right here in the Inland Empire (IE). However, as Riverside County hesitated over tax credits, Albuquerque, New Mexico, seized the opportunity, offering the production enticing incentives. The result? Albuquerque became a hub for production, now home to Netflix and other major studios.

As a film professor in the IE, this missed opportunity frustrates me to no end. While our Governor is actively working to bring production back to California, it’s maddening to think we could have had Netflix—or other major studios—right here. How is it that an area just an hour east of Los Angeles lacks significant studios or any robust presence in the film industry? Yes, we have a fantastic PBS affiliate in KVCR and various affiliates stations in the Coachella Valley/Palm Springs area, but that’s about it. How does this happen?

A location manager friend of mine often says the key ingredients for a film-friendly area are a trained workforce, large spaces, and ample parking. What’s often overlooked, however, is affordable real estate—something the IE offers compared to LA and Orange County. On the topic of workforce, consider the IE’s educational institutions: San Bernardino Valley College (SBVC), Chaffey College, RCC, UCR, Cal Baptist, La Sierra, University of Redlands, and CSUSB. Together, these schools provide a pipeline of talent, from multimedia programs to full-fledged film and television production courses.

As for space, the IE is brimming with open and unused areas—many of which are instead being filled with warehouses. While I’m no urban planner, we’re all aware of the consequences of such investments. And parking? The IE remains car-friendly, with cities like my hometown of Redlands offering large parking areas downtown near the train station and the former mall site.

Now let’s talk numbers. According to New Mexico’s Film Commission 2023 report, 55% of film production spending goes to non-industry positions. Tax credits compared to actual spending? The data speaks for itself. Meanwhile, here in the IE, we just endured another election cycle filled with promises of better jobs, yet not one politician addressed bringing one of California’s largest economic sectors—entertainment—closer to home.

The economic benefits are real. Recently, my students produced a short film shot in San Bernardino and Redlands. Even with a small crew of about 20 people, the production spent money locally, supporting restaurants and other businesses. That modest level of economic activity likely covered a few employees’ wages at each establishment. That’s what trickle-down economics should look like. Beyond dollars spent, productions also promote local landmarks, from San Bernardino Valley College to Redlands’ Olive Avenue Market, showcasing these unique, film-friendly locations.

The IE has the potential to be a center of media production, not just a warehouse district for Amazon wish lists. Let’s aim higher.