New Jerseys Growing Film Industry Finds a New Partner in Reset Locations

Moshe Gross, the founder and chief executive officer of Reset Locations, joined the Garden State Greenlight podcast to explain how his company is becoming a pivotal bridge between New Jersey’s expanding film and television market and the property owners who supply the real‑world sets that productions need.

Reset Locations sprang from Gross’s experience in commercial real estate. While steering the redevelopment of Bell Works in Holmdel, he saw firsthand how a film shoot could add value to a commercial property. That realization prompted him to launch a location‑brokerage that helps productions secure a wide range of sites—from office buildings and hospitals to warehouses and private homes—and guides owners through the logistical and operational challenges of hosting a shoot.

The firm’s core services include site scouting, permitting assistance, and on‑site coordination. According to Reset Locations’ website, the company also advises property owners on preparing a space for filming, managing insurance requirements, and mitigating the impact on tenants and surrounding businesses.

New Jersey’s film tax incentive has been a key driver of the state’s growth as a production hub. The incentive offers a transferable tax credit of up to 30‑35 % of qualified production expenses and an additional 2 % diversity bonus, drawing projects that might otherwise have chosen New York or Los Angeles. The credit has spurred demand for behind‑the‑scenes services, positioning Reset Locations to meet that need.

In the interview, Gross highlighted the rapid expansion of location scouting in the state. He stressed that building trust between filmmakers and property owners is essential, especially as productions grow more complex and require longer stays. “The relationship has to be built on clear communication and a shared understanding of the production’s needs,” he said.

New Jersey’s geography and infrastructure also make it an attractive destination. Its proximity to New York City, well‑connected road and rail networks, and diverse urban and suburban landscapes provide a variety of realistic settings for film and television. The state’s film commission reports that New Jersey is expected to become the third largest production market in the United States by 2026.

Looking ahead, Gross discussed emerging trends that could shape the industry. He identified a growing need for production offices, storage facilities, and temporary housing for crew and cast, and mentioned the potential role of technology and artificial intelligence in location scouting—such as AI‑driven mapping tools that can identify suitable sites more quickly.

Despite these changes, Gross emphasized that authentic, real‑world locations will remain essential to storytelling. “The human element of a real location can’t be replaced by a set or digital backdrop,” he said.

Reset Locations is already working with a number of production companies that have filmed in New Jersey, and the firm plans to expand its network of property owners as the state’s film market continues to grow. The company’s focus on both the logistical side of location management and the business side of property ownership positions it as a key partner for productions looking to take advantage of New Jersey’s tax incentive and diverse settings.

The episode of Garden State Greenlight is available on all major podcast platforms. The discussion offers a detailed look at how a single company can bridge the gap between property owners and the entertainment industry, and how New Jersey’s film incentives are reshaping the state’s economic landscape.