Making movies new twist on economic development.

All that glitters . . . is not necessarily in Hollywood.

Movies made outside the California film capital have been a shot in the arm for states--at least in short-term economic benefits.

Second only to California (the largest reaper of rewards from the film industry), New York City realized an estimated $2.7 billion in economic impact revenue from 124 movies filmed there in 1990. Florida, which has now mounted an aggressive campaign to lure moviemakers to the state, brought in an estimated $290 million from 42 movies filmed there in 1991.

Others collecting silver from screening included Massachusetts, $209 million from eight movies filmed in the state in 1991; North Carolina, approximately $63.6 million, 18 films; Illinois, $80 million, 17 films; Georgia, $80 million; 27 films; Nevada, $76.9 million, 18 films; New York state (outside New York City), $48 million, 28 films; and Utah, $37.2 million, 17 films--as reported by the North Carolina Center for Public Policy Research Inc.

Leading the way in luring Hollywood to the hinterlands are the state-created film commissions designed to market the areas.

An example of the growth of such agencies can be seen in North Carolina, which was the location for such films as "The Color Purple," "Bull Durham," "The Hunt for Red October" and the $46 million "The Last of the Monicans."

Governor James B. Hunt Jr. was tipped off in 1978 by a North Carolina native, who happened to be a Universal Studios vice president, that producers were looking for new locations for movies. By that time, all but five states had established film commissions. Hunt created a North Carolina film office through executive action in 1979.

The film commission has proved successful enough that the North Carolina legislature nearly doubled its budget to $476,000 for FY 1992-93, bringing it in line with Florida, Illinois and Utah film office funding.

In carrying out their state mandates to bring Hollywood home, some commissions pursue an aggressive line in selling their states to Hollywood, advertising in movie trade magazines and spending money on promotions.

The Illinois Film Commission had lighted signs installed above the exits in the Forum for Los Angeles Lakers' basketball games, ran a full-page ad in the Lakers, program and put up a billboard on Sunset Strip--all to gain Hollywood attention.

Florida has launched an all-out effort to become the second Hollywood. Home to Disney-MGM and Universal Studios Florida, the state offers filmmakers a number of incentives, including exemption from sales and use tax for certain activities related to filmmaking and a one-stop permitting process for such needs as getting streets temporarily closed for filming.

North Carolina offers a more low-key approach. The film commission staff searches scripts for scenes that can be matched with state locations. Photographs are then sent to movie producers, as well as information on essential services such as proximity to an airport and area hotel accommodations.

Whether lured by hard or soft sell, when films come to a state, results are generally good for the communities involved. Movies and television projects have pumped an estimated $25 million in economic benefits into Wilmington, N.C, in 1991, according to the. state film commission. Those benefits range from the proliferation of vintage clothing stores to hotels to building suppliers and even to the local zoo. (During the filming of "Super Mario Brothers" in 1992, the zoo sold several hundred New Hanover County toads to moviemakers for $2 a head.) Salaries from movie-created jobs can range from $50 to $100 per day paid to local residents as extras. Generally, about one-third of a film's budget stays in the community where it's made.