Along New Jersey’s Jersey Shore, a significant transformation is underway as the region seeks to reinvent itself as a burgeoning hub for film and television production. Long Branch, a city known for its historic boardwalk and seaside appeal, is witnessing a surge in housing demand spurred by a wave of investment linked to the entertainment industry.
Between 2020 and 2025, Monmouth County, where Long Branch is situated, authorized construction of nearly 15,000 new homes—over 50 percent more than in the previous six years. This building boom is closely tied to Netflix’s decision in late 2022 to convert the former Fort Monmouth army base, located just four miles inland from Long Branch, into a $1 billion production campus scheduled to open next summer. The facility is expected to generate around 1,500 permanent jobs, fueling demand for housing as workforce needs grow.
This development is part of a broader trend, with major California studios establishing sizeable operations in New Jersey. Paramount is building a new studio complex in Bayonne, north of Long Branch, expected to create approximately 2,000 jobs once it opens in 2028. Separately, Lionsgate is anchoring a 12-acre, $125 million studio in Newark, New Jersey’s largest city, set to open in 2027 and support over 600 production jobs. These expansions come amid a nationwide decline in U.S. film and TV production spending, which fell by about 20 percent last year as studios increasingly explore lower-cost locations overseas.
The arrival of these studios has already influenced local real estate markets. Median home prices in Long Branch have increased by nearly 19 percent since the Netflix announcement, according to Zillow data. Local real estate agents report growing interest from actors, producers, and investment buyers seeking both short-term rentals and permanent residences. Notable projects filmed in the area include Netflix productions such as Kevin Hart’s film "72 Hours" and Adam Driver’s "Rabbit, Rabbit" series.
Real estate professionals note that while many newcomers are interested in modern apartments with luxury amenities, such as rooftop pools and concierge services, a sizeable portion of buyers still seek traditional single-family homes in established affluent communities along the shore. Towns like Rumson, Fair Haven, Little Silver, and Deal remain popular for their established neighborhoods, private docks, country clubs, and reputable schools. However, the pace of new development in these towns lags behind that of Long Branch, illustrating a geographic disparity in growth.
Despite the progress, the challenge remains in reshaping the Jersey Shore’s longstanding reputation. The area’s image has been historically tied to a more working-class, seasonal tourism culture, partly shaped by reality television portrayals. Many locals and real estate experts suggest that attracting year-round residents, including industry professionals moving from California and New York, will require not only physical development but a cultural shift.
In neighboring Asbury Park, about five miles south of Long Branch, a parallel but distinct renewal is occurring. Once known for its gritty reputation, the town has evolved into a vibrant arts and cultural center, driven by boutique hotels, restaurants, galleries, and New Jersey’s largest Pride festival. Real estate prices there have surged by 36 percent over three years, attracting a younger demographic of families seeking more affordable housing compared to New York City suburbs. This revival is credited to community efforts and a growing reputation as a “Brooklyn with a beach.”
Long-time residents and local business owners describe mixed results from these changes, highlighting differences between towns. While Asbury Park’s revitalization appeals to a diverse population, Long Branch’s upscale condominiums often remain under-occupied on weekends, reflecting ongoing challenges in filling new developments with permanent residents.
Some longtime residents point to the pandemic as a catalyst for change across the shore. Individuals and families, including retirees, are relocating from New York City to towns like Avon-by-the-Sea for lifestyle and affordability reasons. The area’s proximity to Manhattan—a roughly 90-minute drive—combined with coastal amenities, continues to attract newcomers seeking a balance between urban access and outdoor recreation.
Still, relative affordability remains a defining feature of the Jersey Shore, with median single-family home prices in Monmouth County at $850,000, far below comparable markets like the Hamptons or Manhattan. This price gap underscores both opportunity and the scale of transformation needed for the area to become a more prominent entertainment and residential hub.
For industry professionals watching from California, where studio contractions and high costs have created uncertainty, the Jersey Shore represents a possible alternative. While moves are not yet widespread, some creatives foresee New Jersey as a growing center for production jobs, offering new prospects amid an evolving national media landscape.
As Long Branch and other coastal towns continue to develop alongside the expanding studio complexes, New Jersey faces the complex task of embracing economic growth while balancing historic identity, community needs, and housing demands in the shadow of an industry in flux.