Economy Minister Dr Caoimhe Archibald has travelled to Los Angeles to pitch Northern Ireland’s screen industry directly to executives at major Hollywood studios including HBO, Netflix, Amazon MGM and Riot Games. The visit, which included attendance at the annual Oscar Wilde Awards, forms part of a wider West Coast initiative to secure future productions and expand the region’s footprint in global film and television markets.
Joined by representatives from Northern Ireland Screen, the Minister held high-level meetings to strengthen commercial relationships and promote the north’s technical and creative capabilities. The engagements come as the local screen sector seeks to capitalise on the opening of Studio Ulster, the £25.2 million virtual production facility that began operations in June 2025, while navigating an increasingly competitive international landscape.
High-Level Studio Meetings
During the Los Angeles leg of her West Coast trade mission, Dr Archibald met with senior decision-makers at several of the world’s largest content producers. The delegation held discussions with HBO, Netflix, Amazon MGM and Riot Games, focusing on Northern Ireland’s capacity to host large-scale film and television productions.
Dr Archibald said: “Our screen industry is a global success story, creating high-quality jobs, attracting international investment, and showcasing our world-class talent and locations on screens across the world. I am pleased to have been able to strengthen relationships with key decision-makers, promote our cutting-edge facilities such as Studio Ulster, and position the north as a premier destination for film and television production.”
Richard Williams, Chief Executive of Northern Ireland Screen, who accompanied the Minister, said: “Northern Ireland has built an outstanding international reputation as a place where great stories are brought to life. From our highly skilled workforce to our state-of-the-art production infrastructure, we offer a complete and competitive production ecosystem. Engaging directly with major studios in Los Angeles allows us to deepen partnerships, showcase new capabilities in virtual production, and ensure Northern Ireland remains firmly on the global production map.”
Facilities and Recent Productions
The Minister’s promotion of Studio Ulster highlights the significance of the facility, which opened at Belfast Harbour in June 2025 following investment through the Belfast Region City Deal. The 75,000-square-foot complex features three in-camera visual effects stages, motion capture capabilities and volumetric studios, positioning Northern Ireland at the forefront of virtual production technology.
The screen sector has seen notable activity in recent months. Production began in early 2026 on series seven of Line of Duty, while the third series of Jimmy McGovern’s prison drama Time is also filming locally. Other recent projects include A Knight of the Seven Kingdoms, a Game of Thrones prequel that shot in Belfast during 2024, and Lisa McGee’s comedy thriller How to Get to Heaven from Belfast, which completed filming in late 2024 and is expected to stream in 2026.
Competitive Pressures and Tax Incentives
While the Minister’s trip seeks to secure future collaborations, Northern Ireland faces mounting competition from the Republic of Ireland, which recently enhanced its screen sector incentives. In October 2025, the Irish Government’s Budget 2026 introduced a 40 per cent tax credit rate for visual effects production and established Europe’s first dedicated tax credit for unscripted programming, offering up to 20 per cent relief.
By contrast, Northern Ireland operates under the UK’s Audio Visual Expenditure Credit (AVEC), which provides a 34 per cent gross rebate (equivalent to 25.5 per cent net after tax) for film and high-end TV, though the 80 per cent cap on qualifying expenditure was removed for VFX costs from January 2025. The Republic’s Screen Ireland budget also increased to €42.96 million for 2026, raising questions about whether Northern Ireland’s funding levels through the Department for the Economy and Department for Communities will match this growth trajectory.
Labour Market Context
The promotional push comes amid mixed signals regarding job quality in the sector. According to Department for the Economy statistics published in November 2025, the proportion of “good jobs” in Northern Ireland—defined as permanent, non-zero-hour contracts paying at least the Real Living Wage—stood at 69.0 per cent in 2025, down from a peak of 70.9 per cent in 2022. While the Transport and Communication sector (which encompasses screen industries) reported the highest rate of good jobs at 88.5 per cent, the overall decline suggests pressures on employment standards across the economy.
Additionally, Northern Ireland Screen’s annual report for 2024-25 indicated a drop in total income from £30.4 million to £28.8 million, with programme expenses also decreasing from £23.2 million to £22.4 million, reflecting a contraction in some funding streams despite the opening of new facilities.
Questions for Stakeholders
- Will the Minister’s discussions in Los Angeles result in concrete production commitments, or do they represent preliminary relationship-building without guaranteed outcomes?
- How will Northern Ireland respond to the Republic of Ireland’s new 20 per cent unscripted tax credit and enhanced 40 per cent VFX rate to remain competitive for international productions?
- Given the decline in overall “good jobs” since 2022, what specific safeguards are being implemented to ensure the screen sector maintains its high employment standards as virtual production potentially reduces on-location crew requirements?
- With Studio Ulster now operational, what strategies are in place to ensure sustained utilisation rates beyond initial bookings from major streamers?
- How will the Department for the Economy address the funding gap compared to the Republic’s increased screen agency budget when the Northern Ireland Executive’s 2025-26 budget faces significant pressures?
What to Watch For
The immediate test of this diplomatic effort will be the announcement of specific productions choosing Northern Ireland over rival locations in the coming months. Industry observers will monitor whether the relationships forged during this trip translate into tangible investment, particularly in the virtual production space where Studio Ulster offers unique capabilities. The sector will also be watching for any adjustments to local tax incentives or funding mechanisms in response to the Republic of Ireland’s aggressive Budget 2026 positioning, as well as the forthcoming Northern Ireland Screen annual report for 2025-26, which will indicate whether income and production spend have rebounded.