Tapping Into Big Potential: A Chat with Geoff George about MIFIA and the Multimedia Jobs Act

Neer Artist and MIFIA Education Outreach Chair Geoff George with other MIFIA Members (Left to Right)- Kelly Haddad (MIFIA), Alexander Page (MIFIA Legislative Committee Chair), Dana Polehanki (Senator & bill sponsor), Geoff George (MIFIA Education Committee Chair) and David Haddad (MIFIA Chair)

“The goal of MIFIA and the Multimedia Jobs Act is to help stem the ‘brain drain’ that is happening in Michigan” - Geoff George

MIFIA Members

The Michigan Film Industry Association, MIFIA (pronounced mi-fee-ah), is a Michigan-based organization primarily focused on passing the Multimedia Jobs Act. The bill would implement a transferable and non-refundable tax credit that will promote job creation and talent retention while also supporting local businesses. The proposed film incentive aims to bring back a competitive advantage for Michigan within the creative and tech industries. With over 40 states and cities currently having similar incentive programs in place, “Michigan is not on an even playing field with the nation”. The bipartisan bill hopes to elevate in-state multimedia production, create jobs, and most importantly stimulate the number of Michigan-based talent.

NEER Artist and Director of Photography, Geoff George, currently sits on MIFIA’s board as the Education Outreach Chair. Born and raised in Detroit, Michigan, Geoff has over 15 years of experience as a DP and camera operator. He remains based in Detroit, primarily focusing on commercial and narrative work as well as music videos.

“I’ve always been heavily involved with the film community [in Michigan]. It’s a small but very tight knit community of filmmakers, crew and vendors where everyone gets to know each other…”

Geoff’s role on the board serves to promote MIFIA and the Multimedia Jobs Act to local universities and colleges. Geoff has spoken at universities such as Michigan State University, Oakland University, Grand Valley State University and Lawrence Technological University. Not only does Geoff speak on behalf of MIFIA, but his visits to these institutions also work to train and inspire the next generation of filmmakers to jumpstart their career in Michigan.

“When the [Michigan Jobs Act] effort came about, I wanted  other recent graduates to have the same opportunity that I did at the beginning of my career”

Neer Artist and MIFIA Education Outreach Chair Geoff Goerge

Following his graduation from the University of Michigan in 2008, Geoff had originally planned to move to California to pursue his career. At the time, Michigan had a state film incentive in place, prompting him to put those plans on pause and stay in Michigan. Geoff claims, “It was the best decision I ever made”.  Instead of entering a saturated market in Los Angeles or New York, Geoff started working as a camera PA and later a camera operator for current Detroit based DP, Peter Klein, who now sits on the Executive Committee of MIFIA. This tax incentive was terminated in 2015. However, Geoff continues to accredit a big part of his early career to the original program. Geoff’s career journey is what inspired him to take on a leadership role within MIFIA, hoping his work will create new opportunities for upcoming filmmakers. 

“It’s not often that narrative work shoots in a state without an incentive”

Geoff shares, “Michigan - Detroit and the Grand Rapids area - have always been hubs of commercial production going back to the 1950s when industrial films were shot for the auto industry.” He hopes the bill will re-stimulate the number of projects shot in Michigan. This increase in projects will hopefully prompt local DPs, directors and other crew members to work and live in-state. Michigan’s history in commercial and corporate video creates a bubbling economic potential which MIFIA and the Multimedia Jobs Act hope to aggrandize. Additionally,  Geoff hopes Michigan can tap into virtual production, a specialization Geoff has extensive experience in and one that he believes can be highly beneficial for students to train and work in.

“Michigan is my home state and I want to see the talented community nurture and grow and be a part of the puzzle in this amazing country”

The rise of streaming created an influx of demand for content including studio originals, limited series and more. Michigan is rich in natural resources, showcases all 4 seasons and has desirable film locations that make it an incredibly lucrative location for the film industry. Geoff remains based in Michigan and speaks highly of his home state. He hopes this bill will jumpstart careers as it once did for him and make Michigan the desired film location he believes it is. 

Geoff George Speaking at Lawrence Technological University

MIFIA is working hard to move forward with the Multimedia Jobs Act. The bill recently had its House hearing and is expected to be brought up to a Senate committee in the near future. 

For detailed information on the key components of the legislation or to support the program, please visit Michigan Film Industry Association’s website at www.mifia.org.

Special thanks to Geoff Geroge, MIFIA, Lorri Rishar, Gianna Ferraro, and Chandra Feltus for their support in writing this article. 

Written by Victoria Ocampo Acosta and Alexander Halim. Victoria and Alexander are both current sophomores at the University of Southern California in the John H. Mitchell Business of Cinematic Arts degree. They are both interns at NEER for Spring 2024, focusing on marketing and creative strategy.