The colossal power inherent in cinematography and community development is personified in Assembly Atlanta. This fully functional studio, on 135 acres of land in Doraville, contains an ever-evolving vision. Gray Media, in partnership with NBCUniversal, is dedicated to contributing to the state of Georgia’s entertainment industry long-term. Over the past 30 months, they’ve churned out a plethora of top-tier projects. This ideal filming home is set to expand its reach by welcoming all locals into its brand-new outdoor amphitheater. A proper bandshell, affectionately coined “the Pringle chip” by those in the know, has the goal of becoming the entertainment center of northeast Atlanta. Gathering together, in the pursuit of connective entertainment, is what Assembly Atlanta is all about.
Initial concepts by CEO Hilton Howell included a handful of sound stages across 10 acres. In partnership with developer Jay of The Company, Assembly Atlanta’s scope went from 10 acres to 135 acres. This plot of land in Doraville came up for sale at a time so perfect, it felt like kismet. Now, 30 months in, the company considers itself in Phase Two of its long-term vision. The aim? To become a wholly unique mixed-use development, providing top-tier services to productions of all kinds, in service of the greater Georgia community.
Justin Campbell, Vice President of Studio Operations, is a native Georgian (born and raised in Snellville) with a degree in Telecommunication Arts from the University of Georgia. Justin worked for twelve years in physical film production, rising through the ranks from production assistant to production supervisor. His exemplary hard-won passion makes him the perfect logistical engine for Assembly Atlanta. Justin previously worked with Netflix, Fox, CBS, and ABC. This wide-ranging track record directly impacts his ability to balance creative visions with financial constraints, further enhancing the experience of every project that films at Assembly Atlanta.
Furthermore, as the main conduit of NBC Universal, his background blends well with managing the studio’s high-level assets available to every artist. “It's incredible the access we have to the resources and the assets of Universal that no other studio in the state has,” Justin says with conviction. They provide a “white glove service” that’s truly unique, with 24/7 site management and round-the-clock work order fulfillment. "We put in catwalks, which are like service runways,” Justin explains. “We’re the only purpose-built facility in the state that has that in every single sound stage." Each sound stage also includes state-of-the-art sound attenuation to drown out the sounds of nearby 285, Marta, and the DeKalb-Peachtree Airport’s flight path. They’re also each equipped with 100 tons of HVAC, geared to combat Northeast Georgia’s unpredictable weather. The studio spaces aren’t only for filming, either; they’ve been utilized for corporate events, immersive experiences, and even sports leagues. “We wanted to bring new brands and have places put their flag in Georgia,” Justin shares, “to create sustained and, hopefully, permanent partnerships here.”
Over 80 of the 135 acres are undeveloped land, overflowing with chameleonesque capabilities for location shoots: their land has transformed into Colleton County, South Carolina, for Hulu’s “Murdaugh Murders” starring Jason Clarke and Patricia Arquette, and Savannah, Georgia, for Apple's upcoming “Cape Fear” starring Amy Adams and Javier Bardem. Other notable projects include the Atlanta-based “Fight Night” and the popular new soap opera “Beyond the Gates,” set in the Washington D.C. suburbs. With every notable project on the books, Assembly Atlanta adds a surge to our local economy. “We’ll have people working here daily when it’s fully booked and operational,” Justin tells me. "The impact is like when you throw a rock in a pond and that ripple effect... it does that in the local economies, the small businesses, and Georgians."
This specific art form requires a wide range of local industries, from lumber transport to truck drivers, grips, and electricians. Casting an even wider net, a localized film and television set provides business to nearby restaurants, dry cleaners, and catering. The cast and crew spend a large chunk of their time on location, and thus, local businesses benefit.
That ripple effect is set to expand on an even wider scale with the opening of Assembly Atlanta’s Outdoor Amphitheater. This highly unique timber structure is the first of its kind in all of North America. Newly open to the public, their opening public event in late June, in conjunction with Telemundo, the FIFA World Cup watch parties set the stage for all the merriment to come. Events like these are primed to welcome community members for connective entertainment experiences we all look forward to. It’s a chance to get people on site and have them realize that Assembly Atlanta isn’t only Georgia’s premier film studio; it’s a space designed for gathering, with a long future ahead that will welcome the public for unparalleled community events.
Film and television carry vast cultural and societal importance. Storytelling in this medium cultivates community not only through gathering and watching alongside others, but by offering a lens that steps into others' stories, experiences, and cultures. Empathy intensifies, we feel less alone, and have the opportunity to engage with artistic expertise that inevitably enhances our view of the world.
Assembly Atlanta is just getting started, with seven active productions scheduled to film on its lot in the third quarter of the year. “The reason we all get together and create this content,” Justin says, “is to tell a story and bring people together to experience it.” When looked at through the macrocosm, popular media influences trends, tastes, and long-term aspirations. Justin recalls first wanting to work in the film industry because it looked “fast-paced and exciting” when he saw it depicted on screen. This work requires lightning-fast problem-solving, which adheres to tight deadlines and budgetary restraints. “And is it fast-paced and exciting?” I ask him. Without missing a beat, he says with a smile, “Oh yes.”
The reason we all get together and create this content is to tell a story and bring people together...
We wanted to bring new brands and have places put their flag in Georgia, to create sustained and, hopefully, permanent partnerships here.