North Carolina’s film industry is buzzing with new energy after a major announcement this week: the state is awarding millions in incentives to a slate of high-profile productions, including the Emmy-winning culinary series "Top Chef" and YouTube superstar MrBeast’s reality competition show "Beast Games." The move, revealed by Governor Josh Stein on September 11, 2025, signals North Carolina’s intent to cement its reputation as a prime destination for film and television, all while delivering a hefty economic boost to local communities.
According to Axios, "Top Chef" will receive $2.5 million from the state for filming its next season in the Charlotte region. The show, known for its fierce culinary competitions and celebrity judges, is expected to spotlight the area’s vibrant food scene and, not incidentally, pour dollars into the local economy. But "Top Chef" is just one piece of a much bigger pie.
In total, the North Carolina Film and Entertainment Grants program approved incentives for two major TV shows and four independent feature-length films. The productions are projected to create more than 3,800 jobs and generate over $131.6 million in spending across the state. That’s no small potatoes for North Carolina’s workforce and small businesses.
Perhaps the most attention-grabbing recipient is Jimmy Donaldson—better known as MrBeast—a Greenville native and global YouTube sensation. As reported by freelance journalist Bryan Anderson, Donaldson’s "Beast Games" was awarded up to $15 million, the largest grant possible and nearly half of the program’s annual $31 million budget. The second season of "Beast Games" was filmed in Pitt and New Hanover counties, with the state grant supporting those local shoots. The show’s winning contestant receives a $5 million prize, but the state’s investment in the production is triple that, underscoring just how much North Carolina values the economic ripple effect of such a high-profile project.
Governor Stein, Commerce Secretary Lee Lilley, and Guy Gaster, director of the North Carolina Film Office, made the announcement in Wilmington, a city with its own storied film history. Standing inside the Bespoke Coffee Shop—a location recently used for the third season of "The Summer I Turned Pretty," itself a grant recipient—Stein emphasized the broader impact of these incentives. "North Carolina is home to a thriving TV and film industry, and it’s only getting stronger," he said, according to WITN. "These grants support this vital economic activity that benefits small businesses and suppliers across the state."
The other productions receiving grants are a diverse bunch, reflecting the state’s growing appeal to filmmakers of all genres. The ABC pilot "RJ Decker," filmed in the Wilmington area, was granted $2.8 million. Bobby Farrelly’s comedy film "Drivers Ed" shot scenes in New Hanover, Pender, and Orange counties and secured $1.835 million in support. "Bad Counselors," another comedy, filmed in Cabarrus and Mecklenburg counties, will receive $2.03 million.
On the dramatic front, "The Bard"—a historical film about enslaved poet George Moses Horton, directed by Oscar-winner Kevin Willmott—recently wrapped filming in the Piedmont Triad and was awarded $4.6 million. The film’s subject matter and creative pedigree are expected to draw national attention. Meanwhile, "May and the Woodsman" will utilize locations in the Piedmont Triad and Northwest prosperity zones, areas specifically targeted for economic development, with a grant of $412,500.
For North Carolina, the stakes go beyond just jobs and spending. State officials are betting that a steady stream of high-profile productions will elevate North Carolina’s profile as a tourism destination and creative hub. The hope is that viewers who see the state’s landscapes, cities, and small towns on screen will be inspired to visit in person, bringing a new wave of tourism dollars. It’s a strategy that’s worked elsewhere—just look at the economic windfall Georgia has enjoyed thanks to its own aggressive film incentives.
Still, the size of the grants has raised some eyebrows. The $15 million awarded to MrBeast’s "Beast Games" is not just the largest single grant this cycle; it’s nearly half of the entire annual grant budget. As Axios notes, the sum is triple the $5 million prize the show’s winner receives. Critics might wonder whether such a large chunk of public money should support a show whose creator, Jimmy Donaldson, is reportedly worth an estimated $1 billion. Donaldson himself, however, has said he has far less money at his disposal than that headline figure suggests. And with "Beast Games" set to stream on Amazon Prime Video (though no release date has been announced), the exposure for North Carolina could be global.
Transparency around the grant process is also a topic of interest. Bryan Anderson, who has covered North Carolina government for outlets like WRAL-TV and the Associated Press, reported that he’s asked the Department of Commerce for more information about how the applications and approvals are handled. MrBeast’s PR team did not respond to requests for comment on the grant.
For the state’s leaders, the calculation is straightforward: invest in productions, reap economic rewards, and build a reputation that attracts even more business. As Stein put it, "These grants support this vital economic activity that benefits small businesses and suppliers across the state." The jobs created are not just for actors and directors, but for caterers, carpenters, drivers, and hundreds of other workers whose livelihoods depend on the film industry’s health.
There’s also a longer-term play at work. By nurturing a robust film ecosystem, North Carolina hopes to retain homegrown talent and lure back those who might otherwise head to Hollywood or Atlanta. Productions like "Top Chef" and "Beast Games" bring with them not just cash, but cachet—helping to foster a creative community that can thrive for years to come.
As the cameras roll in Charlotte, Pitt County, New Hanover, and beyond, North Carolina is making a bet on the power of storytelling—and the economic muscle that comes with it. Whether that bet pays off in the long run remains to be seen, but for now, the state’s film incentives are shining a bright spotlight on its towns, its talent, and its ambitions.
