The Future of Hollywood's Extras: A Story of Innovation and Adaptation
The entertainment industry is evolving, and with it, the way extras find work. In a world where digital transformation is reshaping every industry, the film and TV production sector is no exception. This story delves into the journey of a company that's not only adapting to these changes but also leading the charge.
When Rumala Sheikhani, an accounting veteran from PwC and Ernst & Young, entered the world of production accounting, she encountered a daunting task: managing the paperwork of hundreds of extras on a daily basis. It was a tedious, manual process, involving Excel spreadsheets and a mountain of tax forms.
But here's where it gets controversial... Sheikhani, along with Ebrahim Bhaiji, a tech expert from NFL Media, decided to take on this challenge head-on. They founded Everyset (formerly Castifi), a company focused on streamlining the pay process for background actors. Their goal? To bring the industry into the digital age, one voucher at a time.
The initial response from studios and productions was a resounding 'no'. The industry was resistant to change, preferring the comfort of traditional paper-based systems. However, the pandemic acted as a catalyst, forcing a digital overhaul. Everyset's timing couldn't have been more perfect.
Now, with a team of over 50 employees and a client list that reads like a who's who of streaming giants, Everyset has proven its worth. Their tech and casting software have been utilized on various projects, including Oscar-winning films and popular TV shows. But the real story lies in their ambition to go beyond software provision.
And this is the part most people miss... Everyset is aiming to become a background actor payroll company, competing with industry giants like Central Casting. With a $9 million funding round, they're poised to disrupt the short-term W-2 processing space.
In doing so, Everyset gains valuable insights into the current state of work in Hollywood. As major studios cut back on theatrical bets and TV episode orders, Everyset's data reveals interesting trends. States like Georgia, with its generous tax incentives, are now leading the way in extras' job bookings.
California, New York, and rising star New Jersey follow closely, with Illinois showing impressive growth, thanks to its Dick Wolf productions. Everyset's CEO, Bhaiji, observes a significant shift in production trendlines, with a notable comeback in states like New Jersey and California, thanks to attractive tax incentives.
But will this pace be sustainable? The threat of AI-generated crowds looms large, promising to revolutionize Hollywood sets. However, for now, hiring real people remains more cost-effective, especially for top-level productions.
Everyset's next move is to expand beyond background actors, aiming to become a full-service payroll firm. This ambitious goal puts them in direct competition with industry heavyweights like Entertainment Partners and Cast & Crew. With their eyes on crew processing, Everyset is poised to make a significant impact on the industry's efficiency.
As they work on projects like Sony's 'S.W.A.T. Exiles', Everyset's system seamlessly organizes the work of thousands of extras, from bodyguards to cops, showcasing the power of their digital platform.
So, what's your take on this digital transformation in Hollywood? Is it a welcome change or a threat to traditional methods? We'd love to hear your thoughts in the comments!
