Our cherished New Mexico has always had a hold on the national imagination. That's why most observers can't imagine Governor-elect Susana Martinez seeking to completely eliminate the tax credit that attracts Hollywood to the Land of Enchantment. But the evidence is mounting that our state--and others--may be too generous in its determination to attract film makers. From Bloomberg:

A (Michigan) agency found the price of the program -- which covers as much as 42 percent of local expenses -- exceeds the economic activity generated. Jobs created in 2009 cost the state about $193,000 each, the agency estimated. Incentives for Hollywood have been scaled back in Wisconsin, capped in Rhode Island, suspended in New Jersey, Iowa and Kansas and scheduled to expire in Arizona.

New Mexico offers filmmakers a generous 25% tax credit for all expenses associated with making a film here.

Over the past three years 118 film and TV productions were paid $181 million through the program.

But if our experience at recent speaking engagements is any indication, the program has support. We were questioned about it at two events where we reviewed the 2010 election.

Martinez is indicating she could support a cap on the amount of money handed out as a tax credit. Ending the incentive entirely, as some propose, would mean all those 10 year old kids around the USA playing cowboy might not hear as much about New Mexico as they once did. The film incentives are not only about making sure the state gets a good immediate economic return, but keeps a grip on the nation's imagination. That is what continually fuels an untold number of visits to this state of unparalleled beauty and mystery.

HISPANIC LESSONS