Producers Guild of America Hosted Top Film and TV Producers and Executives for Programming on the Current State and Future of Producing on the Universal Studios Lot

The 15th Annual Conference Explored the State of Producing, Featuring Sessions on AI, New Finance Models, and More

LOS ANGELES, CA — The Producers Guild of America’s (PGA) Produced By Conference came back for another year of insightful and thought-provoking dialogue, featuring sessions with top producers and entertainment executives at the one-day conference on the Universal Studios Lot.

The industry’s leading creative voices joined the 15th Annual Produced By Conference to share their wisdom and experience on topics ranging from how to pitch, develop and elevate projects to how to embrace new producing strategies in this post-strike, post-pandemic, rapidly evolving entertainment landscape. Speakers also shared some of the unique challenges and opportunities that producers face today, from shifting finance models to the emergence of new AI technologies.

During the final session of the day, PGA leadership celebrated recent and ongoing Guild initiatives, including its collaboration with SAG-AFTRA to introduce its Producer Portal to make its signatory process as easy as possible for Producers.

“We look forward to continuing our partnership with SAG and are grateful for their unbelievable receptivity and cooperation in addressing the challenges and pain points that producers are facing,” PGA CEO Susan Sprung said.

Produced By Conference Highlights:

• From Pitch to Screen, Sponsored by Netflix:
  • Executive Producers, Co-Creators and Writers Stephen Graham and Jack Thorne (Adolescence) took the stage for a deep dive into the creative process behind their critically acclaimed Netflix limited series. They discussed how their tight-knit team and hands-on producers were able to find creative solutions when presented with logistical challenges. The complex choreography required to execute the show’s long, continuous takes were made possible by cooperation with the local community and a collaborative effort from the entire production.
  • Then, Executive Producer/Showrunner, Creator, Writer and Director Hwang Dong-hyuk (Squid Game) shared his approach to creating the global juggernaut and gave a look ahead to the highly anticipated third and final season that will air on Netflix this summer. Dong-hyuk spoke about his journey in getting the series made, which began in 2008, and described how the constraints he faced in the early stages of the series actually worked to the show’s benefit, inspiring more creativity and allowing the show to be truly unique.
• The Fine Print of AI: Protecting Yourself & Your Production:
  • Ghaith Mahmood (Partner, Latham & Watkins), Kathleen Grace (Chief Strategy Officer, Vermillio) and Lori McCreary (CEO, Revelations Entertainment) discussed the evolution of AI and its effect on the entertainment industry since their discussion last year. They outlined legal risks including ownership ambiguity and shifting copyright standards for AI-generated content, urging producers to carefully consider vendor terms, including indemnification policies. They also discussed emerging possibilities for the licensing of content to AI developers, which may present new opportunities for producers to monetize intellectual property. "In the end, we’ll know producers didn’t just survive the AI shift — we shaped it," McCreary said, conveying that producers are now at the forefront of redefining ownership amid rapidly shifting legal and technological terrain.
• The State of Producing:
  • Speakers Carolyn Strauss (The Last of Us), David W. Zucker (CCO, Scott Free), Justin Wilkes (President, Imagine Entertainment), Samantha Quan (Anora) and Sarah Timberman (Fleishman is in Trouble) joined The Wrap Founder, CEO and Editor-in-Chief Sharon Waxman for a conversation on the current state of the industry and strategies for adapting to the constantly evolving landscape. The group discussed challenges that producers face, including shifts in traditional success metrics and the overall contraction of the business. Despite these challenges, the panelists shared how producers are able to create opportunities by identifying new paths that will lead to higher reward. Anora producer Samantha Quan noted that the outlook for indie films in particular is hopeful, as audiences have proven that there is strong demand for distinctive, auteur-driven storytelling. She shared inspirational stories of ingenuity on the early films she produced, such as Tangerine, which included “dolly shots that Sean filmed on a bike, holding a broomstick with an iPhone at the end of it.” She then went on to explain how these stories shaped the way they were then able to do “everything [they] wanted to do” on Anora.
• Financing the Future: New Models Reshaping Production:
  • Abhijay Prakash (President, Blumhouse), Christine D’Souza Gelb (Babygirl) and Jeff Wachtel (CEO, Future Shack) participated in a discussion moderated by Variety Co-Editor-in-Chief Cynthia Littleton about the future of producing from a finance perspective. Each of the panelists spoke to the importance of building relationships with financiers and ensuring that stakeholders can participate in the upside of potential projects down the line. They expressed optimism regarding the vibrant global talent landscape, which is creating opportunities to source and incubate emerging voices as tools and technology democratize filmmaking. “There’s an incredible energy globally that’s never been there before,” Prakash said.
• Producing with AI Today:
  • Speakers Andrew Morrison (The Brutalist), Barbara Ford Grant (Media & Entertainment Industry Advisor), Bryn Mooser (CEO and Co-Founder, ASTERIA) and George Strompolos (CEO and Co-Founder, Promise) joined moderator Joanna Popper (Masters of Light) for a conversation on how AI is being used today across studio films, indie projects, and production infrastructure. The panelists shared insights on the practical application of AI, shedding light on how these tools can help speed up development, free up space for better creative decisions, and help more filmmakers bring projects to life. “Creators who have struggled to get stories made through traditional systems now have a new path to bring them to life,” Strompolos said. Each noted the importance of thinking through the ethical implications of these emerging technologies in collaboration with organizations like the PGA. “As pricing goes down, creative risks can go up,” Morrison said.
• The Road Ahead:
  • For the final session of the day, Producers Guild leaders Stephanie Allain and Donald De Line (Presidents), Mike Farah (Board of Directors), Susan Sprung (CEO), Michelle Byrd (Associate National Executive Director) discussed key initiatives the Guild is championing to protect and empower producers while improving industry standards across the board. CEO Susan Sprung detailed the Guild’s active work on tax incentives at the federal, state, and local levels. “The PGA is advocating for stackable federal incentives and the renewal of key tax codes, while also supporting efforts to reduce permitting fees and increase access for independent productions,” Sprung said.
  • Fair compensation, including healthcare access, was another major focus. “The Guild is urging all producers to provide insurance for their crews or include a contingency line in budgets to ensure coverage,” said Sprung. Byrd then detailed resources designed to help members, particularly independent producers, lead productions with intention, including access to the PGA’s free SET Etiquette harassment prevention training program that also offers legal support during pre-production.
  • Leadership also applauded SAG-AFTRA for the introduction of the Producer Portal, and noted the involvement of partner organizations that were integral to the development of the tool, including IFTA.
  • In closing remarks, Farah emphasized the Guild’s commitment to mentorship, while De Line encouraged producers to stay resilient, reminding the audience that the next project could be the one that changes everything. The session reinforced the PGA’s role as both an advocate and a resource for producers navigating a challenging and evolving landscape.

A full list of the conference speakers, panels and sponsors can be viewed HERE.

You can view archived video of select sessions on the PGA’s YouTube page HERE.

In addition to host sponsor Universal Production Services, conference sponsors include BENlabs, Cadillac, Cast & Crew, Cinespace Studios, Coca-Cola, Cuties, Delta Air Lines, Dolly Card, Glenfiddich Scotch Whisky, Honolulu Film Office, Houston Film Commission, IMDbPro, Incentiviiz, Justin’s, Los Angeles Center Studios, On Air Design/Astek, Silverado Vineyards, SmartSource, Sunset Studios, TheWrap, Wonderful Pistachios, Voodoo Doughnuts, and Wrapbook.

The Produced By Conference 2025 team is Executive Producer, Branden Chapman; Sponsorship Director, Diane Salerno and the PGA’s PR agency of record, Sunshine Sachs Morgan & Lylis.