Agile Project Management (APM) has gained strong acceptance in software development but its adoption in other industries has not been as swift. We look at the visual effects (VFX) component of the film industry to explore this issue. Using an abductive research approach combined with a survey of existing practices, we aim to investigate an industry whose projects are large, expensive and time critical. Our study hopes to show that VFX companies exhibit many characteristics conducive to APM adoption but it is only within their internal software development teams that they explicitly state their use of APM. We explore why these companies, who exhibit predisposed adoption characteristics use something other than Agile for their non-software related projects. In exploring this surprising position, we hope to gain insights into how other industries may adopt APM and to set a research agenda for APM in non-software development creative companies.