London Mayor Boris Johnson has pledged to invest £2M ($3M) to broaden the reach of Film London, the body responsible for attracting film and TV shoots to the British capital. The org’s remit will be expanded to bring in £200M in additional expenditure and to create 1,000 industry jobs. With the new 25% tax rebate for high-end drama and animation coming into effect this past Monday, the UK is angling to stem runaway production and encourage foreign shows to shoot in Britain. Sam Mendes’ Showtime series Penny Dreadful will be among the first U.S. TV dramas to benefit. But when the tax credit was recently cleared, it stirred fears that the funds ear-marked for the rebate could be gobbled up by U.S. productions employing British talent on UK shores.

Johnson today stressed the importance of both local and foreign productions. Unveiling the plan at Ealing Studios, home to the Downton Abbey set, Johnson said, “We have an unprecedented opportunity to grow this exciting sector to deliver jobs, produce more world class British drama and, above all, make London the city of choice for TV and animation production… Let’s make sure that all future Downtons are filmed on our turf.” London is the third busiest city in the world for filmmaking after Los Angeles and New York. Film London says it has generated £770M in investment over the last four years.

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