Several prominent Hollywood figures, including Matthew McConaughey, Woody Harrelson, Dennis Quaid, Billy Bob Thornton, and Renée Zellweger, have joined forces to promote Texas as a new hub for film and television production. Their collaborative effort, the "True to Texas" initiative, aims to attract filmmakers to the Lone Star State by highlighting its resources and advocating for increased financial incentives from state officials.
In a newly released advertisement directed by Nic Pizzolatto, known for his work on "True Detective," McConaughey and Harrelson draw parallels to their characters from the series while envisioning a cinematic renaissance in Texas. The ad emphasizes the potential for a "whole new hub for film and television" and calls for a "small fraction of Texas budget surplus" to be allocated towards transforming the state into a major production center.
Quaid, Thornton, and Zellweger contribute to the campaign by underscoring the economic advantages of filming in Texas. They highlight the potential for job creation and economic growth, bolstering their argument for increased tax incentives and investment in the state's film industry.
McConaughey shared the ad on social media, emphasizing the importance of telling Texas stories against a Texan backdrop. Quaid echoed this sentiment, highlighting the potential for job creation and economic growth within the state. He emphasized that filming in Texas is not just about showcasing the scenery but also about bolstering the local economy and building a thriving film industry.
The campaign comes at a time when Hollywood is facing challenges, with filming in Los Angeles reaching historic lows in 2024. Factors contributing to this decline include productions moving out of state, industry contraction, and the aftermath of industry strikes. The recent devastating fires in Los Angeles have further exacerbated concerns, prompting a separate petition called "Stay in LA" to urge for increased tax incentives and local production commitments.
Meanwhile, Texas has seen a surge in productions, including Taylor Sheridan's "Yellowstone" and its spinoffs, as well as Quaid's "Lawmen: Bass Reeves" and Thornton's "Landman." The Texas Senate recently announced a proposed budget that includes a significant investment in film incentives, aiming to establish Texas as a leading global film production center. The proposed budget earmarks substantial funds for grants and tax credits, with a focus on employing Texas residents.
