AUSTIN, Texas – The Texas Senate has unveiled a proposed budget for 2026-2027, which includes a $498 million investment for revitalizing the state’s film industry and making Texas a major hub for movie production.
On Wednesday, Lt. Gov. Dan Patrick announced the budget filed by Senate Finance Chair Joan Huffman. While it includes several conservative priorities, the plan to expand the Texas Film Incentive Program has drawn significant attention, offering a mix of grants and tax credits to stimulate the film industry.
Proposed Film Industry Investments
According to Senate Bill 1, the $498 million allocation will be divided into two main components:
- $48 million in grants for small films and TV commercials.
- Up to $450 million in new tax credits for the Texas Moving Image Industry Incentive Program.
Additionally, more than $10 million annually will be dedicated to the Texas Music Incubator Fund, which will establish and oversee the Texas Music Incubator Program.
The program had already received $200 million for 2024-2025, a sharp rise from the $22.5 million allocated in 2022-2023. However, Texas still trails states like Georgia, New Mexico, and Louisiana in attracting major productions.
Advocates argue the funding could deliver a strong return on investment, with projections estimating $4 returned to the state for every dollar spent while creating new jobs for Texans. The program will also include residency requirements to prioritize local workers.
The proposed funding will come from the state’s general revenue fund, a continuation of significant increases for the Texas Moving Image Industry Incentive Program.
If the bill passes, the governor’s office will be required to submit biannual reports to the Legislative Budget Board detailing grant recipients, amounts awarded, and dates of distribution.
“True to Texas” Campaign
A short film, titled True to Texas, evokes McConaughey and Harrelson’s iconic True Detective characters, with the duo driving a desert highway while Quaid sits handcuffed in the back seat. As they cruise, they discuss the economic and cultural benefits Texas could gain by expanding its film and TV incentive programs.
“I’m talking about a whole new hub for film and television,” says McConaughey in a serious tone. “A renaissance. A rebirth.”
Quaid chimes in from the back seat: “How about a wholesale takeover?”
Harrelson adds, “A small fraction of the Texas budget surplus could turn this state into the new Hollywood.”
The video also features calls from Zellweger and Thornton. Zellweger, wearing a Longhorn hat, expresses her longing to work in her home state, while Thornton highlights Texas’ diverse filming opportunities.
“This project is more than a commercial,” Quaid said. “It’s a love letter to Texas. We’ve got everything filmmakers need—world-class talent, breathtaking locations, and a state that welcomes creativity with open arms.”
This isn’t the first time Texas actors have rallied for the industry. In 2023, Quaid, Harrelson, Glen Powell, and Owen Wilson appeared in the Good for Texas campaign, advocating for similar legislative support. More recently, Yellowstone creator Taylor Sheridan joined Fort Worth leaders in urging lawmakers to increase the state’s incentives. Sheridan credits the program with enabling him to film his portfolio of hit shows in Texas.
As Texas lawmakers prepare for the upcoming legislative session, the entertainment industry’s influential voices are making their case. With high-profile campaigns like True to Texas, 2025 could mark a turning point for Texas’ film and television industries, positioning the state as a key player in the creative economy.
“This is about keeping our stories authentic, our jobs local, and our industry thriving,” Quaid emphasized. “It’s time to bring the spotlight back to Texas.”
