In February 1980, the New Mexico Penitentiary outside of Santa Fe became infamous for a prison riot that killed 33 inmates, making it the worst prison uprising in U.S. history at the time. After that, the prison became a symbol of unparalleled savagery and a public relations nightmare for the state.

But now, the penitentiary, opened in 1956 and closed in 1998, is helping change New Mexico's image for the better. For the prison is now a popular set for Hollywood movies and TV commercials, and is becoming an economic engine for the Santa Fe area.

Not only is the shuttered correctional facility being used to shoot a $70 million remake of The Longest Yard, a 1974 Burt Reynolds comedy classic that will begin filming in July, but in the past four years it has been used as a location for seven TV commercials and four movies with total budgets of more than $100 million.

The prison will also be home to what might be the world's largest prop shop, a place where movie producers will be able to locate used props without having to go through the time and expense of building new ones. The prop shop will be a branch of the newly launched New Mexico Film Museum.

While media attention is focused on the many financial incentives -- tax rebates and direct investment in films -- that New Mexico offers the film industry, not much attention has been paid to the old penitentiary and other state buildings that can be used free of charge by the film industry, says Jon Hendry, marketing director for the New Mexico Tourism Department.

"We have got incentives that people don't talk about. All surplus state buildings are free to filmmakers who are going to use them for movies," Hendry says. "The prison has a great look about it and it is really exciting about what is going on there.

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