Five Hollywood A-listers, including Matthew McConaughey, Woody Harrelson, Dennis Quaid, Billy Bob Thornton, and Renée Zellweger, are rallying to position Texas as the new Hollywood. The stars have united for the launch of the True to Texas initiative, which encourages filmmakers to bring their productions to the Lone Star State, alongside lobbying state officials for favorable financial incentives.
Directed by Nic Pizzolatto, known for his work on "True Detective," the promotional ad features McConaughey and Harrelson channeling their dynamic characters. "Hollywood is flat circle, Woody," muses McConaughey, highlighting the need for the film industry’s revitalization. "This industry is like somebody’s memory of an industry. I’m talking about a whole new hub for film and television. A renaissance. A rebirth." Harrelson adds weight to their vision by arguing for funding: "A small fraction of Texas budget surplus to turn this state...into the new Hollywood."
Both Quaid and Thornton contribute their insights, shedding light on the broad benefits of filming locally. "Texas stories deserve a Texas backdrop. That’s why I teamed up with Dennis Quaid, Woody Harrelson, Billy Bob Thornton and Renée Zellweger for True to Texas. It’s time to bring film and TV productions home!" McConaughey shared via X, reinforcing the initiative’s essentials. Quaid echoed this sentiment on Instagram, stating, "Filming in Texas isn’t just about showcasing our stunning landscapes—it’s about creating jobs, boosting local economies, and building a thriving industry right here at home." He lauded his collaboration with McConaughey and others, emphasizing the potential of this movement.
The Texas Senate recently unveiled plans for investments aimed at bolstering the entertainment industry, proposing $498 million to revamp film incentives. This includes $48 million earmarked for small films and TV commercials, plus up to $450 million available as new tax credits for filmmakers, particularly those meeting Texas residency criteria. Lieutenant Governor Dan Patrick’s office claims this substantial investment could make the state "the movie capital of the world."
Among notable productions filmed recently are the Taylor Sheridan-created series "Yellowstone" and its well-known spinoffs, "1883," "1923," and "Lawmen: Bass Reeves," the latter starring Quaid himself. Thornton’s latest series, "Landman," centered on Texas’s oil industry, is also part of this expansion.
The push for increased film production coincides with declining trends within Hollywood. Data from FilmLA reveals filming rates fell by 5.6 percent last year, marking the lowest output recorded, second only to the pandemic-hit year of 2020. Factors like "runaway production, industry contraction, and slower-than-expected post-strike recovery" have compounded the challenges for California’s film industry.
With interest waning, competing initiatives are rising. A recent petition titled "Stay in LA" rallied actors such as Keanu Reeves and Kevin Bacon among others, aiming to maintain film production within Los Angeles. The creators of this petition expressed deep concern over dwindling opportunities for local cast and crew, emphasizing the detrimental effects on small businesses dependent on film productions.
Petition leaders advocate for actions like uncapping tax incentives for Los Angeles productions for the next three years, emphasizing the necessity for the industry to adapt, or risk losing its essence entirely. The initiative has garnered support from Governor Gavin Newsom, who proposed increasing California’s film tax incentives to $750 million—a step aimed at counteracting the state’s diminishing status as the go-to location for film and television production.
Even with challenges facing Hollywood, support from Texas's own celebrity community sends strong signals of hope for local filmmakers. "Let’s keep the cameras rolling and the economy growing—because everything’s bigger (andbetter) in Texas!" Quaid declared emphatically, showcasing his pride and vision for the burgeoning Texas film industry.
Former President Donald Trump appointed several notable actors, including Mel Gibson and Jon Voight, as Special Ambassadors to Hollywood, tasked with promoting business interests within the industry. Gibson responded directly to rising exodus, voicing concerns over the cost of production. He stated, "[People] are going somewhere else, because it's more cost-effective. ... But I think it can be fixed." This sentiment echoes the broader call within the industry for actionable solutions to combat the growing trend of production migration.
With celebrity backing, potential financial boosts from the Texas government, and increasing filming activity, the state looks poised to claim its share of Hollywood’s fading light. The combined efforts of these stars serve as both motivation and strategy—reminding filmmakers nationwide of the creative potential and economic viability Texas has to offer.