It’s time to roll out the red carpet, Austin, because the Texas film and TV industry is closer to getting its long-awaited close-up.
After years of watching Texas stories get told in other states (we’re looking at you, New Mexico, Louisiana and Georgia), the Lone Star State is on the cusp of a game-changing boost to its film incentive program, promising a brighter future for local productions and, hopefully, a reason to keep our Hollywood heroes right here at home.
And when we say “heroes,” we mean actors with serious star power, like Matthew McConaughey and Woody Harrelson, who raised their voices at the Capitol to help make this happen.
Texas House approves Senate Bill 22, $300M every two years
The Texas House officially gave its stamp of approval to Senate Bill 22 on Monday, sending a clear message: Hollywood, we’re open for business – big business.
While an initial proposal aimed for a whopping $500 million biennially, the final version settles at a still-impressive $300 million every two years for the next decade. That’s a grand total of $1.5 billion injected into the Texas moving picture industry.
Incentives aim to keep Texas stories at home
This isn’t just about bigger checks; it’s about stability. For the first time, productions will have a decade-long view of the incentive landscape, providing the confidence needed to commit to Texas.
The new program offers direct cash grants, with rebate percentages tiered up to 25% for projects with at least $1.5 million of substantial in-state spending. Incentives could potentially reach 31% with various uplifts.
For years, the lament has been clear: why are Texas tales filmed elsewhere? Grant Wood and Chase Musslewhite, co-founders of the new advocacy group Media For Texas, have been spearheading this push, highlighting dozens of Texas-centric productions that migrated for sweeter deals.
With Texas natives lending their star power to the cause, it seems the message resonated loud and clear.
Matthew McConaughey, Woody Harrelson, other actors advocated for Texas film incentives
Lt. Governor Dan Patrick made SB22, backed by familiar faces like Dennis Quaid, Matthew McConaughey, Woody Harrelson, and “Yellowstone” creator Taylor Sheridan, a priority bill. Their testimony in the Texas Capitol didn’t hurt.
Even Renée Zellweger chimed in, championing Texas filmmaking on social media and in the online video “True To Texas – Let’s Bring Productions Home,” partly filmed at Stray Vista Studios in Dripping Springs.
McConaughey, Harrelson bring Apple TV+ ‘Brothers’ series home to Austin
Meanwhile, two of those very vocal proponents, Matthew McConaughey and Woody Harrelson, are putting their money where their mouths are. The dynamic duo, whose bromance is apparently so strong it requires an Apple TV+ series, has been spotted all over Austin, turning everyday locales into impromptu film sets.
From filming on Congress Avenue, to a fictional police pullover on Riverside Drive, the two are showcasing our city in their upcoming series, “Brothers.” Earlier this month, they captivated onlookers, bringing their signature Texan flair to Auditorium Shores in matching blue suits with “golden sons of Texas” emblazoned on the back.
This recent flurry of activity follows an earlier sighting downtown at Kruger’s Diamond Jewelers. “Brothers” reportedly centers on the bond between the two actors as they shack up on McConaughey’s Texas ranch.
Billions for the big screen will boost Austin’s film scene
The bill is music to the ears of Austin’s film community, home to Richard Linklater’s Austin Film Society and Austin Studios, Robert Rodriguez’s Troublemaker Studios, and the ATX Studios complex.
The Texas Economic Development and Tourism division reports that every dollar of state grant money generates $4.69 in spending. That means the $300 million biennial injection could translate to over $1.4 billion in economic activity every two years.
The increased production will also necessitate a growing crew base. Media For Texas is already looking at partnerships, potentially with the Georgia Film Academy, to develop similar training workshops in Texas to “speed things up and help people get their trade degree very quickly.”
With the bill now heading back to the Senate for concurrence and then to the desk of Governor Greg Abbott, who has until June 1 to sign, the stage is set for a golden era of Texas filmmaking. So, grab your popcorn, Austin – the credits for local productions are about to get a whole lot longer.
This article originally appeared on Austin American-Statesman: Texas House approves McConaughey-backed incentive bill for local film, TV production
Reporting by Ana Gutierrez, Austin American-Statesman / Austin American-Statesman
USA TODAY Network via Reuters Connect
