Shooting budgets for television commercials in Quebec seem frozen in time as a growing share of resources gets pumped into special effects, composites, animated graphics and post-production in general, say producers in the province.

On the upside, producers here say Montreal ad agencies are generally fair-minded, and don't always head for the shadows the moment a more elaborate or better funded board appears.

Cinelande president Pierre Lalande says if the post share of a commercial budget represented 10% or 15% three years ago, today it's more like 20% to 30%.

La Fabrique d'Images president Michel Raymond agrees, adding special effects are used in a wider range of spots, often hand in hand with a corresponding reduction in live-action elements like set design.

"Advertising (production) is an extremely competitive sector and everyone wants the maximum," says Lalande. "Here, at least we have good relations with the agencies, but there's no fat left, everything is on the screen, not like years before with all the pr and fanfare."

Jet Films president Jacques Langlois says advertisers are balking at the high cost of on-camera talent, especially over extended on-air cycles.

This has translated into the hiring of fewer actors for tv commercials and a proliferation of solitary spokespersons.

"There are a lot fewer actors used in commercials than just a few years ago. There's real concern over the cost of actors, especially for network runs," says Lalande

Figaro Films executive vice-president, partner and producer Benoit Perriau agrees. He says there has been an increase in the use of special effects, but "there are still people in this business who believe in storytelling."

Raymond reports "record levels of activity" at La Fabrique in 1994, especially this fall, but says there's mounting pressure on profit margins. "There's no way we can cut further. Things are going well, but we're at the breaking point in terms of margins," he says.

Which explains the closing in the past few months of several smaller Montreal production houses and the demise of long-established Films 24.

In business terms and shoot days, Cinelande's Lalande says 1994 was an improvement over recent years, partly as a result of new in-house shooters such as Charles Biname, Lyne Charlebois and James di Salvio.

Productions Monique Huberdeau producer Francois Forgues says spot budgets remain tight with little change over the past three years. He says agencies largely opt for standalone personalities for tv pitches, while the use of extras on shoots is in noticeable decline.

One big advantage for Montreal directors, says Lalande, is that agencies here insist directors follow through on the post-production phase of commercials. It tends to dictate the hiring of local talent.

Still, production budgets for the French-track Quebec component on a national campaign "is sometimes two to three times less in comparable situations" than the cost of the English market campaign, says Lalande.