More and more, V.I. Film Promotions Office director Manny Centeno says, producers of commercials for U.S. and European markets are liking what they see on the island of St. John. And that's more than sun, sand and sea, although those are certainly attributes that are attractive.
Between 30 and 40 production companies shoot commercials in the Virgin Islands each year, providing employment for local technicians and talent, Centeno says. "We have a very good commercial clientele," he says. "They come back. They know how we work, and they know what we do."
One thing that producers like, he says, is the expertise available locally. Over the past few years, the film office has amassed a talent bank of producers, assistant producers, technicians, camera operators and acting extras that can be pressed into service within hours.
According to Centeno, St. John is a popular locale for production companies creating commercials for a variety of products. This week alone, he said, three companies were on island to shoot spots — for toiletries and cruise ship vacations.
"We're in the middle of wrapping up a project for Fa — it's a European product, shampoo," he said. "And we've been on St. John for a week with Big Fish in Miami."
The third company is Image Maker Productions for Royal Caribbean Cruise Lines. Its project is to showcase the local watersports excursions available to passengers when they book a cruise to the Caribbean.
Although lots of excitement is generated when film production companies come to the territory to shoot full-length motion pictures, Centeno says, it's the commercials that are the bread and butter of the business. Among other things, he notes, producers of commercials, who typically stay a few days to a week, pay a higher daily rate for services provided through the film office.
The last feature film shot on St. John was the pay-per-view movie "Forces of Nature," about a year ago, featuring Sandra Bullock and Ben Affleck, Centeno says. Steven Spielberg was the director, but he was also on vacation, Centeno says, and the film office sent its support crews out to shoot most of the scenes while the director caught up on his rest and relaxation.
According to film office bookings, the winter production schedule looks promising. Sure to be a highlight, in January, is the World Swimsuit Model Search competition sponsored by Swimsuit International Magazine. Sixty models from the United States and Canada are expected to take part in the competition finals here. Black Entertainment Television (BET), Inside Edition, E! Entertainment Television and the Toronto Sun newspaper are expected to cover this event. Centeno says his scouts are checking out potential St. John locations for it this week.
