In a significant and trending development sending ripples through the global entertainment industry, Marvel Studios is dramatically shifting the bulk of its upcoming film and television productions from its long-standing base in Georgia to the United Kingdom. This strategic pivot, impacting highly anticipated projects such as ‘Spider-Man: Brand New Day’ and two new ‘Avengers’ films, marks a pivotal moment for both the Peach State’s once-booming film sector and the international production landscape.
The Driving Forces Behind the Move
The primary catalysts for Marvel’s relocation are financial: a compelling combination of lower labor costs and competitive, often uncapped, tax incentives available in the United Kingdom. Reports indicate that workers in the UK generally receive lower wages, and studios face fewer obligations, such as covering health insurance, compared to their counterparts in Georgia. This difference in operational expenses significantly reduces overall production budgets, making the UK an increasingly attractive destination for major studios aiming to maximize cost-efficiency.
While Georgia has historically offered an uncapped film tax credit of up to 30% since 2008, which lured countless productions and fostered its reputation as the “Hollywood of the South,” the global market for film incentives has become fiercely competitive. Other countries and even several U.S. states, including California, New York, New Jersey, and Texas, are now aggressively expanding their own film tax credit programs, creating a dynamic “merry-go-round” of production activity as studios chase the most advantageous deals. The UK, in particular, has enhanced its offerings, with reports of a 40% corporate tax rate relief for film and TV studio facilities.
Beyond incentives, the broader industry trend of cost-cutting, especially in the wake of efforts to make streaming services more profitable, has also played a role. Studios are producing fewer shows, and those projects are often filmed overseas to save money.
Georgia’s Fading Star: Economic Fallout
Marvel’s departure represents a significant blow to Georgia’s economy, which previously reaped billions in revenue from the studio’s extensive productions. For over a decade, Georgia served as the backdrop for nearly two dozen Marvel films and television series, including blockbusters like ‘Avengers: Infinity War,’ ‘Black Panther,’ and ‘Avengers: Endgame,’ which injected substantial funds into the state’s economy.
The economic impact is stark. Film production spending in Georgia has plummeted by nearly 50% in just three years, falling from 412 projects in fiscal year 2022 to 245 in the fiscal year ending June 2025. Overall production expenditures in the state shrunk from $4.4 billion in 2022 to $2.6 billion in 2024. This decline is causing significant concern among local crew members, who once enjoyed consistent work and now face job scarcity and reduced rates.
A Broader Hollywood Shift
Marvel is not alone in its decision. Other major Hollywood studios are reportedly following suit, choosing international locales for their high-budget projects. Universal’s ‘Barbie’ and ‘Wicked’ were filmed in the UK, and DC’s ‘Superman’ also moved production overseas after initial filming in Georgia. This collective shift underscores a broader realignment within the global film industry, driven by financial realities and the pursuit of optimized production environments.
While this news creates considerable hype around the UK’s burgeoning film industry, it leaves Georgia’s film sector in a precarious position. Lee Thomas, Director of the Georgia Film Office, expressed hope for studios to return, highlighting the state’s robust infrastructure and skilled crew base. Some industry leaders in Georgia are attempting to frame this disruption as an opportunity for independent filmmakers, suggesting a potential “indie renaissance” to fill the state’s state-of-the-art soundstages, many of which now lie empty.
However, the immediate reality is a significant downturn for what was once hailed as the “Hollywood of the South.” The ongoing developments will undoubtedly shape future film and television production trends, highlighting the fluid nature of a globalized entertainment economy always seeking the most cost-effective and efficient means to bring stories to the screen.
