studio

Even as California’s soundstages suffer from a slowdown in local production, the local economy may get a boost from the state’s expanded film tax credits.

Medical drama “The Pitt,” a “Family Guy” spin-off and a kids’ science competition show from late-night host Jimmy Kimmel are among the 16 shows that received tax credits for filming in the state, the California Film Commission said Wednesday.

In total, the projects represent $871 million in qualified in-state spending and are expected to generate $1.3 billion in economic activity in California. More than 4,500 cast and crew members will be employed across the 16 shows, along with more than 50,000 background actors, the film commission said.

New to this round of awardees are animated shows and competitions, which were added to the film and television tax credit program during its revamp last year. Under the program, producers can receive up to 25% of qualified production expenses back in the form of credits that they can apply toward tax bills they have in the state.

“California’s creative economy isn’t just part of who we are — it helps power this state forward,” Gov. Gavin Newsom said in a statement. “From the folks on the soundstage to the people designing the sets, these are jobs that anchor communities.”

HBO Max’s “The Pitt” received a credit of $24.2 million, while “Stewie,” a spin-off of Seth MacFarlane’s irreverent adult cartoon “Family Guy,” was awarded $6.4 million. Kimmel’s “Schooled!” competition show, which pits young scientists and their experiments against one another, secured $6.9 million.

Since the state’s production incentive program was bolstered last year, more than 100 films and TV projects have received tax credits.

But it has taken a while for those shows to jump-start local production, which has seen a sustained slump since the pandemic, the dual writers’ and actors’ strikes in 2023 and spending cutbacks at the studios.

That lag has affected the business of local soundstages.

For the first half of 2025, the average occupancy rate at Los Angeles County soundstages was 62%, slightly lower than the 63% average recorded in 2024, according to new data from the nonprofit FilmLA, which tracks local production.

Those figures mark a significant decline from the average occupancy rate of 90% seen from 2016 to 2022, according to FilmLA data.

That’s been a problem for local soundstage operators, which had aggressively funded development of new properties or acquired them only to see production slow.

Earlier this year, Hackman Capital Partners said it was turning over the historic Radford Studio Center in Studio City to Goldman Sachs.

Universal Pictures will now keep its new films in theaters for at least five weekends, a reversal from the studio’s previous policy of at least 17 days that was set during the pandemic.

The change takes place immediately, the studio said Thursday. That means it will apply to its newest film, the Colleen Hoover romance “Reminders of Him,” which is out in theaters this weekend. Other upcoming films include Christopher Nolan’s “The Odyssey,” which will be released in July.

“Our windowing strategy has always been designed to evolve with the marketplace, but we firmly believe in the primacy of theatrical exclusivity and working closely with our exhibition partners to support a healthy, sustainable theatrical ecosystem,” Donna Langley, chair of NBCUniversal Entertainment, said in an email to the New York Times, which first reported the news.

Focus Features, Universal Pictures’ specialty film arm, will keep its existing theatrical exclusivity policies, which vary on a case-by-case basis. Chloé Zhao’s “Hamnet,” for instance, was in theaters for 99 days, while 2024’s “Nosferatu” played for 58 days. The minimum is 17 days.

The amount of time films are available exclusively in theaters — known as “windowing” in industry jargon — has become a contentious topic of conversation in Hollywood.

That debate ramped up during the pandemic, when some studios shortened theatrical exclusivity periods in order to move films to release for video on demand or streaming.

Prior to the pandemic, those windows could be as long as 90 days. Now, the average is around 30 days.

Theater owners have argued that shorter windows cut into box office profits and train audiences to wait to watch a movie at home. Distributors have countered that a one-size-fits-all approach doesn’t necessarily work for smaller or mid-budget films, which may find a bigger audience via at-home viewing.

At last year’s CinemaCon trade conference, top theater lobbyist Michael O’Leary called on distributors to establish a minimum 45-day window, arguing there needed to be a “clear, consistent starting point” to set moviegoers’ expectations and affirm commitment to theatrical exclusivity.

The debate has become even more fierce as box office profits still have not recovered from the pandemic. Last year, theatrical revenue in the U.S. and Canada totaled about $8.87 billion, just 1.5% above 2024’s disappointing $8.74-billion tally.

In 2020, “We Bare Bears” creator Daniel Chong came to Pixar leaders with an idea.

He had seen documentaries in which robotic animals with eyeball cameras captured footage of natural habitats. But what if that technology was so good that no one could tell the difference? And to make it even more zany — what if someone went undercover in that animal body?

That idea became the basis of Walt Disney Co. and Pixar’s new animated movie, “Hoppers,” which debuts this week. The film is Pixar’s latest attempt to break through at the box office with an original story, something that has been a struggle for the storied animation studio since the pandemic.

The pressure of Pixar’s legacy can be a little overwhelming and coming up with an original idea is difficult, said Chong, who directed “Hoppers” and also serves as a writer on the film.

“For a Pixar movie, it’s very high stakes,” he said. “But I just felt like I had a really funny idea, and I thought as long as we made it really funny and had characters you loved, to me that’s the key to every Pixar movie — really awesome characters that really connect emotionally with people.”

Recent theatrical success for Pixar as well as other animation studios has come from sequels, such as 2024’s “Inside Out 2,” which grossed $1.7 billion globally. But the reputation of Emeryville-based Pixar is built on its string of blockbuster originals, including 1995’s “Toy Story,” 2001’s “Monsters, Inc.” and 2004’s “The Incredibles,” making new stories crucial to the studio’s future.

People like coming back to familiar characters like Woody and Buzz from “Toy Story,” but the studio can do only so many sequels, said Pete Docter, Pixar’s chief creative officer. And some films don’t lend themselves to new chapters, he said, noting the studio’s efforts to look at “Monsters, Inc.”

“We’ve been trying, struggling for a long time to get somewhere with that, and we’ll see in the future how things go, but it’s been an uphill battle,” he said. “For whatever reason, that movie seems to be self contained and doesn’t want to go forward without repeating some of the same themes, which I think would be disappointing.”

Opening weekend expectations for “Hoppers” are wide-ranging, from $25 million to $40 million, on a production budget of $150 million. So far, the reviews have been strong, with a 96% approval rating on aggregator Rotten Tomatoes.

“If we don’t continue to do originals, we’re going to run out of stuff,” Docter said. “If ‘Hoppers’ can really catch on, it could show that audiences still want original movies. They’re still excited to see things that surprise them, that are not just following through on characters and worlds that they’ve seen before.”

It’s been a tough time for original animated movies — and new films in general. As the theatrical market continues to find its footing after the pandemic, audiences still largely have gravitated toward familiar fare, including sequels and reboots, even as they profess to want new stories.

Pixar’s previous original film, 2025’s “Elio” cratered at the box office, partially beset by the tough climate for new animated stories as well as strong competition from other kids’ movies such as live-action adaptations of Universal Pictures’ “How to Train Your Dragon” and Disney’s “Lilo and Stitch.”

The pandemic played a major role in Pixar’s recent track record with originals. When COVID-19 hit, original films like 2020’s “Soul,” 2021’s “Luca” and 2022’s “Turning Red” all were sent straight to the Disney+ streaming service to give families something to watch during the stay-at-home orders. But that also got audiences accustomed to waiting to watch Pixar films at home, and as theaters started opening up again, families were some of the last groups to return because of concerns about health and safety.

“There had been a conditioning process,” said Heather Holian, a professor of art history at the University of North Carolina at Greensboro. “It was challenging to turn the ship around a little bit, or getting people to rethink how they engage with Pixar films and getting them back to theaters.”

To connect with audiences, Pixar films need to feel familiar in some way, but with a surprising twist — something that is incredibly difficult to do, Docter said. “Hoppers” also involved extensive, early stage collaboration with the studio’s story artists. Chong would give them a rough idea of his thoughts, which the artists would then use to develop dialogue and other details that expanded on his vision. That’s a bit of a departure from Pixar’s typical process, which involves writing pages and giving them to the artists, who then go to work..

Chong worked as a story artist at Pixar before he went on to create Cartoon Network’s “We Bare Bears” and then returned to the studio in 2019.

“Hoppers” could get strong tailwinds from the success of Sony Pictures Animation’s “Goat,” which was produced by Golden State Warriors star Stephen Curry and tells an original story set in an all-animal world about an undersized “roarball” player who pushes to make it in the big leagues.
That film has netted nearly $75 million in the U.S. and Canada, with a global total of more than $131 million..

The two movies are the beginning of a potentially big year for animated films. After “Hoppers,” Nintendo and Universal Pictures’ sequel “The Super Mario Galaxy Movie” is out in April, followed by Pixar’s “Toy Story 5” in June and Universal Pictures and Illumination Entertainment’s “Minions & Monsters” in July. In the fall, Warner Bros. Pictures Animation plans to release “The Cat in the Hat.”

High-performing years at the box office traditionally are anchored by strong family movies, said Shawn Robbins, director of movie analytics at Fandango and founder of the site Box Office Theory.

“A lot of us are so optimistic about what the box office can do overall this year because of the animated releases,” he said. “When there is appealing content out there, families are a big driver for this industry.”

For the trendiest tenants in Hollywood office buildings, it’s the latest fad that goes way beyond designer furniture and art: mini studios

To capitalize on the never-ending flow of stars and influencers who come through Los Angeles, a growing number of companies are building bright little corners for content creators to try products and shoot short videos. Athletic apparel maker Puma, Kim Kardashian’s Skims and cheeky cosmetics retailer e.l.f. have spaces specifically designed to give people a place to experience and broadcast about their brands.

Hollywood, which hasn’t historically been home to apparel companies, is now attracting the offices of fashion retailers, says CIM Group, one of the neighborhood’s largest commercial property landlords.

“When we’re touring a space, one of the first items they bring up is, ‘Where can I build a studio?’” said Blake Eckert, who leases CIM offices in L.A.

Their studio offices also serve as marketing centers, with showrooms and meeting spaces where brands can host proprietary events not open to the public.

“For companies where brand visibility is really important, there is a trend of creating spaces that don’t just function as offices,” said real estate broker Nicole Mahalka of CBRE, who puts together entertainment property leases and sales.

Puma’s global entertainment marketing team is based in its new Hollywood offices, which works with such musical celebrity partners as Rihanna, ASAP Rocky, Dua Lipa, Skepta and Rosé, said Allyssa Rapp, head of Puma Studio L.A.

Allyssa Rapp, director of entertainment marketing at Puma, is shown in the Puma Studio L.A. The company keeps a closet full of Puma products on hand to give VIP guests. Visits to the studio sanctum are by invitation only, though.

(Kayla Bartkowski / Los Angeles Times)

Hollywood is a central location, she said, for meeting with celebrities, stylists and outside designers, most of whom are based in Los Angeles.

The office is a “creation hub,” she said, where influencers can record Puma’s design prototyping lab supported by libraries of materials and equipment used to create Puma apparel. The company, founded in 1948, is known for its emblematic sneakers such as the Speedcat and its lunging feline logo, and makes athletic wear, accessories and equipment.

Puma’s entertainment marketing team also occupies the office and sometimes uses it for exclusive events.

“We use the space as a showroom, as a social space that transforms from a traditional workplace into more of an experiential space,” Rapp said.

Nontraditional uses include content creation, sit-down dinners, product launches, album listening parties and workshops.

“Inviting people into our space and being able to give them high-touch brand experiences is something tangible and important for them,” she said. “The cultural layer is really important for us.”

The company keeps a closet full of Puma products on hand to give VIP guests. Visits to the studio sanctum are by invitation only, though. There’s no retail portal to the exclusive Hollywood offices.

Puma shoes are on display in the Puma Studio L.A.

(Kayla Bartkowski / Los Angeles Times)

Puma is also positioning its L.A studio as a connection point for major upcoming sporting events coming to Los Angeles, including the World Cup this summer, the 2027 Super Bowl and 2028 Olympics.

In-office studios don’t need to be big to be impactful, Mahalka said. “These are smaller stages, closer to green screen than a massive soundstage.”

Social media is the key driver of content created by most businesses, which may set up small booth-like stages where influencers can hawk hot products while offering discounts to people watching them perform.

Bigger, elevated stages can accommodate multiple performers for extended discussions in front of small audiences, with towering screens behind them to set the mood or illustrate products.

Among the tricked-out offices, she said, is Skims. The company, which is valued at $5 billion, is based in a glass-and-steel office building near the fabled intersection of Hollywood Boulevard and Vine Street.

The fashion retailer declined to comment on the studio uses in its headquarters, but according to architecture firm Odaa, it has open and private offices, meeting rooms, collaboration zones, photo studios, sample libraries, prototype showrooms, an executive lounge and a commissary for 400 people.

Pieces of a shoe sit on a workbench in the Puma Studio L.A.

(Kayla Bartkowski / Los Angeles Times)

The brands building studios typically want to find the darkest spot on the premises to put their content creation or podcast spaces, Eckert said, where they can limit outside light and sound. That’s commonly near the center of the office floor, far from windows and close to permanent shear walls that limit sound intrusion.

They also need space for green rooms and restrooms dedicated to the talent.

Spotify recently built a fancy podcast studio in a CIM office building on trendy Sycamore Avenue that is open by invitation-only to video creators in Spotify’s partner program.

“Ambitious shows need spaces that support big ideas,” Bill Simmons, head of talk strategy at Spotify, said in a statement. “These studios give teams room to experiment and keep pushing what’s possible.”

The San Fernando Valley is back in the spotlight, thanks in part to Bravo’s reality franchise “The Valley,” where viewers may recognize a slew of Ventura Boulevard staples (we see you, Rocco’s Tavern).

Much of the show is filmed in and around Studio City, a neighborhood just west of the Cahuenga Pass, about 10 miles from downtown L.A. and within the city of Los Angeles.

That last fact is what usually throws people off guard.

“Isn’t Studio City a separate city from L.A.?” they ask.

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This is when I must reply no and launch into an explanation on the expansiveness of the 818, the identity crisis it never asked for and how its lore has endured for decades on the silver screen, from “Fast Times at Ridgemont High” to “The Karate Kid” and “Licorice Pizza,” to name a few.

See, long before Kendall Jenner bottled our area code with her tequila brand or “The Valley’s” Golnesa “GG” Gharachedaghi created her Valley Girl jewelry line (a response to a castmate’s constant gripe that the area had no vibe), Studio City was already a vibrant L.A. hub. It claimed a roster of power players — “The Brady Bunch” soundstage, Laurel Canyon News and the iconic Studio City Hand Car Wash — all of which still transcend ratings or storyline.

The neighborhood was originally formed around film producer Mack Sennett’s studio, which later became Republic Studios and then CBS Studio Center. With the studio as the focal point, the U.S. Postal Service designated its branch in that area as the Studio City Post Office, formalizing the name Studio City. Not exactly poetic, but it stuck. By the 1940s, Studio City developed into a “just over the hill” refuge for Hollywood’s working families, with new restaurants and bars abuzz.

My first memories of Studio City were hanging out with a childhood friend whose parents worked at CBS, and back then, it felt like the ultimate suburban dream. Fast forward to the mid-aughts and I got to live it myself, renting an apartment a few blocks from Tujunga Village, the neighborhood’s own “small-town U.S.A.” I spent countless weekends perusing food stands and trendy coffeehouses, the flaky bread and baked goods reviving me after hours of line dancing at Oil Can Harry’s or a booze-soaked late night at Page 71.

As one of the Valley’s most social enclaves, where nature is within reach, strip mall sushi is world-class and shaded residential streets feel worlds away from the Sunset Strip, Studio City still feels like the perfect remedy. Sure, finding parking after 6 p.m. can feel like something out of “The Hunger Games,” but on any given weekend you’ll still find me channeling my inner Katniss, circling blocks and deciphering cryptic signage all to revisit one of the L.A. neighborhoods that raised me.

Studio City must be the place. Then again, it always was.