is a regular feature that will act as a gauge to monitor the activity of upcoming commercial production. The following chart is intended as a snapshot view of the level of "board flow" (i.e., potential scripts from ad agencies) that commercial production houses in various markets across North America experienced during the preceding month. The synopsis of each market is based on conversations with anywhere from six to a dozen production house executives in each market who were asked to comment on the number and type of "boards" they had received from ad agencies over the most recent month. The chart reflects "board flow" from mid-February to mid-March.
| by: | Apr 1, 2001 |
Vancouver
"After one of the slowest Januaries I've seen, it's picked up," is the summary of one Vancouver producer on the state of production in the city as of early March. But several producers here agree that it's not exactly a whirlwind of activity on the domestic and foreign fronts. All the action is happening on the long-form front as US productions hustle to wrap before a possible strike. While there were toy projects on the go at press time, one producer says the toy work that used to flood the market is now a trickle. "It seems to have disappeared, I don't know where it's gone. That was a mainstay for the winter period." The beginning of 2001 was marked by the lowest spot volume seen in a few years, says another producer, but most expect the pace to warm up with car and other outdoor work along with the weather.
Rating: 6/10
Toronto
It's quiet. A little too quiet. Most Toronto producers agree: production is moving about as fast as the British special at Arby's. "Clients seem to be taking time to sign," says one producer, echoing the reports of several others who point to advertiser foot-dragging, or work that was ready to commence, but that was aborted late in the game. A few producers point to some telling indicators of lax production volume: un-jammed boards at equipment companies and curious phone calls from crew.
Beer and all manner of beverages continue to account for a significant portion of existing flow, with an assortment of media, telecommunications, retail and other projects rounding out the slate.
Visiting production is also slower than usual. One internationally focussed producer reports US work is dead slow, with any available work coming from London and Germany (and most of that work going to Vancouver to shoot). But this producer and others report that there is activity -- foreign and domestic boards are percolating and the result should be a burst of work later in the month.
Rating: 5/10
Los Angeles
"We still have big directors accepting low money projects which hurts everyone below them," says one producer arguing the board flow has picked up since last month's dead calm. "It's not full speed ahead, but it's better than idle," adds another.
It's a bare market and there have been even more agency layoffs on the West Coast. With talk of a recession and the threat of yet another strike in
Tinsel Town, freelancers are looking to secure jobs on commercial shoots while admakers ponder the effect of repeat programming on spot production.
Questions surrounding the writers' strike have left many commercial producers feeling insecure...but it's nothing that some silicone and a hidden camera can't fix.
Rating: 6/10
New York
"Here in New York, most production companies seem to be either adequately busy or dead in the water," says one producer. Comedy/dialog scripts and some beautiful visuals boards are coming in from New York agencies.
