ReadingFilm, a production of Go Greater Reading, and the producer of the 2016 ReadingFilmFEST, is celebrating a milestone in its history: 10 years of service to the Greater Reading community. Founded as the Greater Reading Film Commission on July 10, 2006, it was started by actor Michael Constantine, screenwriter Letty Hummel and community organizer Santo D. Marabella, when the three were trying to find resources to shoot projects for Constantine and Hummel.
“It wasn’t as if the community was not cooperative, it’s just that no one knew what to do or how to be helpful,” said Marabella. “The last time a major film was shot in Reading, it was Rabbit Run, in 1971.”
So, Marabella convened a meeting of the Greater Reading Chamber of Commerce, the Greater Reading Economic Partnership (formerly Berks Economic Partnership), the Berks Arts Council, the City of Reading and the Greater Reading Convention & Visitors Bureau to garner understanding, support and assistance for the newly formed commission. All five organizations made substantial contributions through volunteers, cash and in-kind support for many of the 10 years.
ReadingFilm, as it was later renamed, was established to showcase the Greater Reading area as a “destination location,” and to provide concierge service to producers and filmmakers. Marabella, who has headed up the office as a volunteer since its inception, believes, as do the sponsoring organizations, that Greater Reading is an economic, aesthetic and practical place to produce film, TV and gaming media. In 2010, with support from the Berks delegation of the PA legislature, scores of businesses and the City of Reading, ReadingFilm produced “Location, Location,” a location reel sent to location managers throughout the country to attract them to shoot projects in Reading. While it has been difficult to track exactly what projects came directly from the 19-minute video, it put Greater Reading on the map as a viable film location and is still used to today. It was featured at the Delco Film Festival, and at last year’s ReadingFilmFEST to promote Greater Reading to attending filmmakers and producers.
Since 2006, Marabella estimates one feature film, plus three to four short films, music videos or episodic TV projects have been shot here, bringing hundreds of thousands of dollars in lodging, location fees, ancillary services like equipment and supplies and compensation for actors and crew. One project alone brought $17,000 in real cash while another network production yielded about $12,000. While these are not typical, they are representative of the positive impact that film, TV and new media productions can bring into a community. Last year, ReadingFilm started to produce the film festival in Reading. The 2015 FEST attracted 100 films from 11 countries, of which 44 were selected, and had 24 filmmakers and nearly 1000 audience members in attendance.
ReadingFilm was subsumed as a program of the Greater Reading Convention & Visitors Bureau in 2012. The Bureau provides office space and staff and program support. ReadingFilm, including the ReadingFilmFEST, has always sustained a positive cash flow because of the generosity of the community and its organizational sponsors. Company, organization and individual sponsors are always welcomed.
Currently, ReadingFilm, along with the Greater Reading Alliance for Community Theatres, is seeking a person to fill the position of Program Manager. This position will assist with marketing and development for both organizations. In addition, ReadingFilm is planning the second film festival, scheduled for Nov. 11, 12 and 13. Company, organization and individual sponsors and volunteers are being sought not only for the FEST, but to support the continued operations of the film office.
