Actors Matthew McConaughey and Woody Harrelson have returned to their iconic characters from the acclaimed HBO series True Detective for a promotional campaign aimed at boosting the Texas film industry. This new ad, titled "True to Texas," encourages state officials to increase funding and create more favorable conditions for film production within the state.
The ad, which debuted on January 29, 2025, has been directed and written by Nic Pizzolatto, the original creator of True Detective. It features McConaughey reprising his role as the philosophical detective Rust Cohle and Harrelson as the practical Marty Hart. The duo’s performances aim to address the pressures faced by Texas filmmakers, advocating for more investment and state support to keep film production local.
“Hollywood is like a flat circle, Woody,” McConaughey’s character declares emphatically, setting the tone for their call to action. “The film industry now is just someone’s memory. I’m talking to you about a new center for cinema and television. About renaissance, about rebirth.” This passionate plea highlights the need for the state to reclaim its filmmaking heritage.
The allure of filming Texas stories on Texas soil has been echoed by others within the industry. Taylor Sheridan, the acclaimed writer and director, recently expressed his frustration during legislative discussions about how his film "Any Price" was shot not in Texas, as it should have been, but rather across the state line, in New Mexico. He lamented, "I was very upset when I found out the film 'Any Price,' which I had written, was shot in New Mexico. It’s my love story to Texas, and it was shot west of where it really would have made sense.”
The Texas Senate proposed budget, which is seeking to allocate $498 million to stimulate the local film industry, serves as the backdrop for this invigorated campaign. Characters within the ad, portrayed by McConaughey and Harrelson, encourage viewers, stating, “Direct just a small part of the budget surplus, and Texas can become the new hub of cinema.” This statement resonates with the urgent desire to bring film and television production back home.
Joining the two stars are other notable Texas icons, such as Renée Zellweger and Billy Bob Thornton, who have also voiced their support through their participation. The compelling imagery and persuasive dialogue aim not just to entertain, but to mobilize support from the public and lawmakers alike.
There’s significant momentum building around the "True to Texas" campaign, especially with Hollywood's increasing tendency to shoot films and series in states with more advantageous tax incentives. By promoting local stories, McConaughey and Harrelson hope to amplify the message concerning Texas’ rich narrative heritage. Their performances, steeped in the essence of their True Detective personas, deliver both nostalgia and urgency.
Looking forward, the ambition of increasing Texas’ position as the centerpiece of American cinema depends on how well this campaign resonates with audiences and influences legislators. The future of local filmmaking could rely heavily on recognizing the need for substantial investment and support.
With such vibrant advocacy from beloved actors and industry veterans, Texas may soon witness not just the return of its cinematic stories but also the recommencement of its status as a filming powerhouse. The potential outcomes of this campaign implicate not merely the economic growth of the region, but also the preservation and celebration of its unique cultural narratives.
Indeed, as the campaign gains traction, it becomes clearer: Texas residents deserve to see their stories portrayed authentically, right where they belong. The call now lies with Texas legislators to respond to this timely appeal and take proactive steps to secure the film industry's future.