Shake, Rattle and Roll

The US mid-term elections have shaken the American political landscape, rattled Donald Trump and his supporters, and rolled the balance of power in the Senate and House of Representatives. Now we await the outcome of our own elections this Saturday.

I recently attended Labour’s The Future of Arts and the Creative Sector event, along with many others from the sector. The discussion featured Reuben Davidson, Labour’s Creative Economy Spokesperson, and Rachel Boyack, its Arts, Culture and Heritage Spokesperson. It provided some useful insights into Labour’s thinking and what we might expect if it forms the next government.

A few key messages emerged.

Labour intends to retain the current Government’s Amplify strategy for Arts, Culture and Heritage, making adjustments rather than replacing it. This suggests there will be no significant increase in arts funding, although there would be a greater emphasis on wellbeing, diversity and inclusion. Labour also intends to maintain a strong focus on the economic contribution of the creative economy, with an ambition to quadruple its output by 2040.

There was also an indication that Labour would proceed with the proposed merger of NZ On Air and the New Zealand Film Commission, with the aim of simplifying the funding system for film, television, digital content and games.

Other priorities include:

• Simplifying the New Zealand Screen Production Rebate (NZSPR), making it more consistent and easier to navigate.
• Stopping the planned cuts to the public sector and arts funding.
• Taking a stronger approach to artificial intelligence, including establishing an Office of AI to provide greater protections while unlocking its potential.

There are some positive signals here. However, one issue remains stubbornly familiar: like successive governments before it, Labour continues to position international production as the primary driver of growth for New Zealand’s screen sector.

This is where I believe a fundamental rethink is needed.

During the discussion, Labour outlined ambitions for Music and Gaming that recognised the importance of developing and growing their domestic industries to increase cultural wellbeing and economic returns. Yet, when it comes to Screen, international production continues to dominate the conversation.

International productions coming to New Zealand are important. They generate economic activity, employment and valuable opportunities for local businesses and practitioners. But they are also inherently dependent on global market conditions, international competition for production incentives and the fluctuating fortunes of offshore studios and streamers. We cannot control these factors, and we cannot build a sustainable industry by relying on them.

Successive governments have placed considerable emphasis on attracting international productions, while the strategic development of our own domestic screen industry has received comparatively little attention.

That needs to change.

New Zealand needs a more balanced and ambitious approach: one that actively grows its domestic screen sector, builds sustainable businesses, creates skilled employment and develops intellectual property capable of generating lasting economic and cultural value.

With the right strategy and investment, our domestic industry has the potential to deliver consistent growth and economic returns that could ultimately rival, and even surpass, those of international production.

This isn’t about choosing between international and domestic production. Both have an important role to play. It is about recognising that one is largely dependent on decisions made elsewhere, while the other is something we can actively shape, develop and grow ourselves.

I’ve written to both Reuben and Rachel following the event to raise this concern.

What we need is clear, long-term strategic direction, targeted investment and an unequivocal commitment to identifying, nurturing and developing local talent. We must create the opportunities, industry pathways and policy settings that enable New Zealand stories, businesses and creative talent to flourish at home and compete successfully on the international stage.

If we manage to shake, rattle and roll the current coalition out of government this coming election, there will be plenty of work ahead. A change of government alone won’t deliver the transformation our sector needs. We also have a responsibility, as an industry, to articulate a compelling vision for our future and make the case for the investment and policies needed to realise it.

The potential of New Zealand’s domestic screen industry is enormous. It’s time our political leaders recognised that, and it’s time we made sure they understood what it will take to unlock it.

Tui Ruwhiu
Executive Director

Last updated on 5 November 2026