Maui County film office collaborates to revive local film industry with marketing hui

Maui County's Budget, Finance, and Economic Development Committee meeting on June 17, 2025, spotlighted a crucial initiative aimed at revitalizing Hawaii's struggling film industry. The committee discussed a bill designed to enhance collaborative marketing and business development across all counties, a move seen as vital for boosting the local economy.

Director Jimmy Tokioka emphasized that the bill, which has been in the works since the previous Office of Economic Development director's tenure, will not incur any new financial commitments beyond what is already allocated in the budget. This clarity is essential as the state grapples with a declining film industry, which is reportedly in its worst position in two decades.

The committee explored the formation of a collaborative group, or HUI, comprising various film offices and stakeholders, including representatives from Honolulu and Hawaii Island. This coalition aims to pool resources and elevate Hawaii's profile at key industry events, such as the upcoming Cineposium in Cincinnati and the American Film Marketplace in Los Angeles. These gatherings are critical for marketing Hawaii as a prime filming location and for professional development within the industry.

Concerns were raised about the adequacy of local infrastructure and workforce to support increased film production. Members noted that the current state film production incentives are inadequate and have deterred major productions from choosing Hawaii. The discussion highlighted the need for legislative changes to make Hawaii more competitive in the global film market.

As the committee concluded, the importance of a united front in advocating for the film industry was underscored. With the next legislative session approaching, the collaborative efforts of the HUI are seen as a pivotal step in revitalizing Hawaii's film sector and ensuring that Maui County remains a significant player in the industry.