Originally posted on the Orlando Business Journal website:

Florida once was nicknamed “The Hollywood of the East” by the film industry, thanks to the weather and variety of possible locations for film productions.

And Film Florida — the nonprofit association for all things related film, TV, digital media and games — once again plans to pitch to state leaders an incentive program that would allocate $50 million in annual tax credits for entertainment projects during the next four to six years and generate huge economic impacts. It’s similar to efforts that failed in the 2014 legislative session.

The association has been working hard to educate state leaders on why Florida’s film industry is worth investing in, said John Lux, chief operating officer of Orlando-based media and experience design company IDEAS, and treasurer with Film Florida.

One goal is to get the attention of state leaders who could help move the yet-to-be-written bill through Florida’s House and Senate. “We needed stronger support in some of the leadership positions,” said Lux. “We think 80 percent of the legislators supported the issue, but the small minority were in positions that were hard for us to overcome.”

Also, Film Florida has a new look that launched shortly after the Thanksgiving holiday and should help make it more approachable to anyone wanting to know more about the industry, said Lux. Designed by IDEAS, the rebranding “updates the look and feel of who we are and what we do. All the marketing materials, video elements, print elements, handouts and education tools all had to be redesigned and rebuilt.”

But there’s still more ground to cover before the 2015 legislative session, as Film Florida’s efforts once again will be pitted against many other statewide interests and industries looking for funds to help garner more business.

Be sure to check back for more on the status of Film Florida’s statewide entertainment incentive program.

Click HERE to read the article on the Orlando Business Journal website