Disney and subsidiary Marvel Studios have warned Georgia that they won't be filming any new projects in the state if the governor signs a new "religious liberty" bill into law.

The measure would give the right to officials to refuse to perform same-sex marriage ceremonies on the basis of religious beliefs, even though such unions are legal under the US Constitution. It would also allow organisations affiliated with religions to deny services or to fire people with different beliefs.

The controversial measure was passed by the Georgia legislature earlier in March in an 11th-hour vote just before the session closed. It now awaits the signature of Republican Governor Nathan Deal to become law. Deal has said he wouldn't sign any measure that would "legalise discrimination," but it's not clear exactly where he stands on this measure. He has until 3 May to decide.

Disney said in a statement provided to Mashable: "Disney and Marvel are inclusive companies. Although we have had great experiences filming in Georgia, we will plan to take our business elsewhere should any legislation allowing discriminatory practices be signed into state law."

Georgia has lately been a popular spot for Marvel filming. Guardians of the Galaxy Vol. 2 is currently shooting at Pinewood Studios just outside of Atlanta. Ant-Man and Captain America: Civil War were shot there as well.

AMC Networks, which shoots The Walking Dead in Georgia, has also called on Deal to veto the bill. The network said in a statement that "discrimination of any kind is reprehensible" and praised him for criticising a previous version of the legislation.

The National Football League has also warned that the measure could risk Atlanta's bid for the Super Bowl. The film business is booming in the state thanks to business incentives from Georgia.

Human Rights Campaign president Chad Griffin urged studios and production companies to refuse to commit to any further productions in the state until Deal vetoes the legislation. Griffin called the bill "an affront to all the values Hollywood prides itself on."

Hundreds of other small businesses and corporations, including Coca Cola, Microsoft and Apple, have criticised the bill. A similar measure — the Religious Freedom Restoration Act — was passed in Indiana and has cost the state as much as $60m (£43m) in lost tourism revenue, according to one study.