Queens Tribune
 
....October 12, 2:56 PM
 
 
 
Silver(cup)’s Gold: LIC Film Studio Enjoying A Boom As It Readies For Exponential Growth

(feat B.jpeg) Worker building a set. Silvercup has 18 sound stages like this.

By BRAD GROZNIK

The sign for Silvercup Studios faces Manhattan and the thousands of people who drive over the Queensborough Bridge or ride the subways are welcomed to Queens by its red and white script.

But its entrance faces Queens.

Walking into the lobby at Silvercup, located at 42-22 22nd St. in Long Island City, a lone security guard sits behind a long table with a half dozen sign in sheets with 30 Rock, Sex and the City and other recognizable shows scrolled on top. Two red elevators flank either side of the guard and ding just prior to the doors opening. With each ring heads turned in hopes that a real-live movie star would come strutting out blathering to some lowly personal assistant who scribbles frantically while the star pretends not to see anyone sitting in the lobby.

This might happen at Silvercup, but most of the time, it’s just some dude who exits the elevator in a T-shirt and shorts with dirty hands or a young girl with a bandana and a hammer.

That’s because Silvercup studios is not a glamorous hotel on the Upper Westside nor is it a red carpeted premiere on the Lower East Side, it’s Queens – people are here to work.



Inside The Walls

Beyond the lobby and the red elevators, the color scheme remains the same. The walls are painted half white and half red. Looking up, the studio is a warehouse with a maze of pipes of all jointing their way across the ceiling.

The sound of buzz saws and hammers clank all around. Planks of wood are tilted against the walls and two-by-fours are bundled on the ground. Silvercup resembles a lumber yard more than it does the inside of a television. Tattooed men and women walk around with assured expressions on their faces; they know what they are doing. They are carpenters, electricians and welders, they are blue collar union workers and there are a lot of them.

President Stuart Suna came into the lobby wearing a breezy white polo shirt, light colored khaki pants and loafers without socks. His smile was genuine and his handshake was firm. It was hard to believe this was the guy shaping Queens into an East Coast Hollywood.

For 23 years Suna and his brother Alan have operated Silvercup Studios. A day in the life of Suna has him doing a lot of different jobs.

An architect by trade, Suna is also a booking agents, a Realtor, a spokesman, a problem solver, a delegator and, above all, a businessman.

On his way to his office he is stopped several times for answers to questions.

“How high is the roof?”

“Did you receive the memo?”

Suna handles it all in stride.

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Inventory for set work.



A Growing Studio

Business is good at Silvercup. Its 18 sound stages are solidly booked for the rest of the year with four television shows and a bevy of feature films.

More than 400 commercials are produced at the facility a year for such businesses as Wendy’s, Olive Garden, Old Navy, Victoria’s Secret, The Gap, Verizon and MCI, making it entirely possible to watch TV exclusively produced just down the road at Silvercup.

Silvercup is famously known for housing the HBO powerhouses of “Sex and the City” and “The Sopranos.” Just this year, “The Sopranos” took home an Emmy and the anticipated “Sex and the City” movie started filming at Silvercup.

The studios newest gem is “30 Rock,” which took home an Emmy this year for Outstanding Comedy Series.

Three new shows have also started using Silvercup, which will be beamed into the homes of millions this fall. “Cashmere Mafia” on ABC staring Queens’ girl Lucy Liu, “Gossip Girl” on CW and “New Amsterdam” on Fox.

Currently, Cameron Diaz and Ashton Kutcher are filming a romantic comedy called “What Happens in Vegas” in the studio.

“Right now business is good, we’re having to turn away friends and clients,” Suna said.

Suna said he prefers booking television shows since they usually rent out stages for a long period of time.

“Feature films are like gypsies,” he said.



Behind The Growth

The biggest reason for the boom in television and film production in New York City is because of the City’s 2004 tax incentive program which gives a 15 percent tax refund if 75 percent of the project is shot in New York City.

“Our business really picked up after 2004,” Suna said.

In 2006, the City hosted 34,718 shoots, the highest number of film, television, commercial and music video shoots ever and 10 percent more than in 2005.

New York’s film industry employs 100,000 residents and contributes $5 billion to the City’s economy, according to the Mayor’s Office of Film Theater and Broadcasting.

States like Massachusetts and Connecticut have larger tax incentives but they are not New York and do not have the sets the city can afford.

Suna said called the filming boom a renaissance and he is excited to see film coming back to where it began.

“Gone are the day of shows like “Seinfeld” and “NYPD Blue” being filmed in California,” he said.



Eyeing The Future

Suna has come a long way from when he slept in the warehouse to save money after first acquiring the Silvercup lot with his family in 1983.

An old bread factory, Suna started renting out part of the warehouse for film shoots while his father’s sheet metal factory used the second half.

“We never realized we were getting into the film business,” he said.

On the books now for Suna is Silvercup West, a $1 billion complex of studio space, commercial space and housing on the waterfront next to the Queensborough Bridge.

Suna said the development is moving along through the tiresome process but is nevertheless, moving forward.

“I think we’ve hit a tipping point with the resident community,” he said. “People want to live, work and play in Queens.”

The plan passed with strong support from Community Board 2 and the City Council.

Suna and his brother have the experience to build such a giant in Queens having worked on a project on 116th Street and Lenox Avenue in Harlem.

Silvercup West will have 1,000 apartments in two high-rise towers and will easily become the biggest production studio on the East Coast. Only Steiner Studio in Brooklyn and Kaufman Studios in Astoria would come close in the City.

Suna may be changing Queens but said he still gets star struck, though not from the Hollywood types he hobnobs with in the halls of Silvercup.

“The elected officials are who I think are great to meet,” he said. “Bill Clinton, the mayor; they’re great.”