Ads Perk Up Montana’s Economy

A Maxwell House coffee commercial that will be on television over the holidays is part of a growing Montana industry, one that brings $3 million to $4 million a year into the state.

Movies filmed in Montana, such as “A River Runs Through It” and “Return to Lonesome Dove,” have drawn a lot of attention. But the Montana Film Office says the state also was the backdrop for 17 commercials in the first nine months of 1995.

Commercials directly increase revenue in businesses such as car rental agencies, catering firms, grocery and hardware stores, motels and security companies.

Last week, Bozeman and Livingston set the stage for the Maxwell House commercial, which has a wintry theme.