Nick Kroll emphasizes the importance of filming in L.A. during his keynote at the Variety Summit, calling his Netflix series a 'love letter' to the city.
Nick Kroll spoke passionately about the need for more film and television productions to take place in Los Angeles during the Variety Entertainment & Technology Summit on September 18, 2026. Kroll, who co-created and stars in the upcoming Netflix comedy series "A Hundred Percent," described the series as a "love letter" to the city and expressed his hope for a revitalized entertainment community that would breathe new life into Los Angeles.
In his keynote address, Kroll explained the significance of filming "A Hundred Percent" in Los Angeles, stating, "It feels like it's about people who live in Los Angeles. I've lived here for almost 20 years." He articulated that a thriving production community is essential for not just financial growth, but for bringing "vitality" back to the city, suggesting that the entertainment industry plays a crucial role in the cultural landscape of Los Angeles.
Kroll noted, "The more that we have a thriving, ongoing shooting community here in Los Angeles, it will bring life back." His remarks resonated with the audience, who responded with applause, underscoring the importance of the entertainment sector to the city’s identity and economic health.
Kroll's "A Hundred Percent" features a cast that includes Sam Richardson, Jason Mantzoukas, and Vanessa Bayer, with Diane Lane in a recurring role. Alongside co-creator Gabe Liedman, Kroll aims to center the show around the world of self-help gurus and wellness influencers. Describing the environment of making the show in L.A., Kroll remarked that the crew demonstrated exceptional enthusiasm and positivity, which he found deeply gratifying.
In addition to his personal projects, Kroll has a long-standing relationship with FX, serving as an executive producer for the sitcom "Adults," which features a group of friends navigating their twenties. His innovative approach has shown success, leading to increased viewership by 40% domestically and 100% internationally with its second season. Kroll's efforts in nurturing talent and fostering creativity underline his commitment to quality storytelling.
Kroll has also produced various animated series for Netflix, such as the Emmy-nominated "Big Mouth," establishing a diverse portfolio that resonates with audiences of different age groups. His experience highlights the competitive nature of the entertainment landscape, where capturing audience attention is increasingly challenging.
Kroll’s appeal for increased productions in Los Angeles suggests a growing recognition of the critical role that film and television play in the region's social and economic fabric. As Hollywood looks toward recovery, Kroll's statements may be part of a broader narrative encouraging studios and creators to invest in local production. Given the impact of entertainment on Los Angeles, Kroll’s call for revitalization could be influential in shaping future production decisions, aiming to re-establish L.A. as a vibrant center for creative arts.
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