For the second time this year, Maui County officials have reshaped their film office, hiring local underwater cinematographer-photographer Harry Donenfeld to help create a more indigenous film industry.

Donenfeld, 45, will head the office but said his title isn’t film commissioner, which is what his counterparts at the other counties are called. And he will not be replacing Brianne Savage, who was hired in January as Maui’s sports, recreation and entertainment specialist. Savage’s job description was new at the time and reflected Mayor Alan Arakawa’s desire to attract more than film and television projects. The mayor hired her after firing the county’s previous film commissioner, Benita Brazier.

"The reason I have been brought in is to turn the film office into an aggressive and proactive film office," Donenfeld said via telephone. "The reason my title is not commissioner is because the job is slightly more than what previous commissioners have done."

Maui has had a successful history of working with film and television productions. Under Brazier last year it benefited from a record $62 million in production spending. But Donenfeld said the island was attractive because of its tropical features, rather than because it had solid production support. His job is meant to address that, he said.

"We were facilitators and the office was a facilitator office," he said. "If you wanted to come film we were here to help you. Brianne was excellent and Benita before her."

But now it’s time to take that effort further, Donenfeld said.

"We are trying to build an industry here," he said. "We are not facilitating anymore. We are actively trying to create an industry for this county."

That depends on having a modern, permanent studio similar to the state facility at Diamond Head.

MAUI ENJOYED added attention earlier this year because executives at Relativity Media, a major Hollywood studio, wanted state lawmakers to expand production tax breaks and grant a new tax incentive that would encourage the creation of new studios in Hawaii. The studio’s pitch included potentially investing $350 million to $500 million in new studios across the state, including one on Maui.

Maui definitely needs its own production studio, said Donenfeld, who has 20 years of experience in the TV industry, mostly in the production of documentaries that aired on Animal Planet and The Learning Channel. Although Maui has several unused sugar and pineapple plantation structures that work for short-term projects, they are not the same as having a modern studio, he said.

"We have to build an infrastructure and we have to shore up what we have," Donenfeld said.

One of his first tasks will be to get a handle on what kind of business the county has drawn this year. No one seems to know for sure and Donenfeld said he has been told that productions have worked without the county’s knowledge.

"We haven’t been doing any accurate tracking," he said. "Now that I am in the office we will have more accounting toward the end of the year."

AND that’s a wrap…

Mike Gordon is the Star-Advertiser’s film and television writer. Read his Outtakes Online blog at honolulupulse.com. Reach him at 529-4803 or email mgordon@staradvertiser.com.