Remaking the former GM Assembly plant into a new film innovation hub was a challenging endeavor, but developers say local government officials made it a great experience.
Jay Gipson, who leads the project for the Gipson Company, told the DeKalb Entertainment Commission it’s been a great experience working with local leaders. “Development of this project requires us to work with municipalities, counties, and other government entities. From day one, it has been nothing short of miraculous.”
One of those elected officials is District 1 Commissioner Robert Patrick, who helped connect the developers to the right resources to help convert the former auto manufacturing into a state-of-the-art film production campus, bringing jobs and economic impact to DeKalb County, Georgia.
“These are the kinds of projects that we want to encourage in DeKalb County,” said Commissioner Patrick. “Assembly Atlanta is bringing jobs and opportunities to people across DeKalb and the region, further burnishing our reputation as the Hollywood of the South. This project also redeveloped a brownfield, converting it from making cars to making movies.”
DeKalb County has seen a rapid increase in film and TV productions in recent years, with tens of thousands of square feet of sound stages and production facilities opening their doors. The industry is a key economic driver for both the county and the state. Film and TV projects generated $4.1 billion in fiscal year 2023, the Georgia Film Office reports, and it’s estimated that over 80% of those productions were made in DeKalb County.
Assembly Atlanta is being developed through a joint venture between Gray Television and the Gipson Company, a Georgia-based developer. When the 135-acre studios opened in late 2023, Gray Television CEO Hilton Howell told the Atlanta Business Chronicle that three major projects were already lined up for 2024, with an estimated billion dollars in production value.
The campus, located in Doraville just inside the perimeter, also secured a 15-year lease with entertainment giant NBCUniversal to serve as an anchor tenant, solidifying Assembly’s status as an ecosystem for the film and television industry. The whole development is transit friendly, adjacent to the Doraville MARTA station.
With state-of-the-art sound stages and a nearly mile-long streetscape, filmmakers and content creators have everything they need at Assembly Studios. The new film and television campus strives to be a hub for creativity and innovation that will streamline production schedules and reduce operating costs as an all-in-one facility. ARTS ATL describes streetscapes that evoke the vibes of New Orleans, New York, and cities in Europe.
DeKalb President Dorian DeBarr calls Assembly a huge win for everyone. “We’re excited about what it brings for the future and the opportunities it affords all of our residents. Assembly will be a destination for DeKalb County as well as the state of Georgia,” DeBarr said.
Assembly Atlanta also has plans for a mixed-use development on the property. The first phase created a million square feet of studio, mill, office, and warehouse space as well as a 5-acre park. The next phases call for retail and office space, a hotel, residences, and an e-gaming/conference center.
Rick Burns of Gray Television says, “Assembly Atlanta’s opening in June of 2023 is just the beginning of endless possibilities. It’s a fantastic place for people to begin and further their career.”
For more information on DeKalb County’s entertainment industry, visit the DeKalb Entertainment Commission.
