Texas Stars Push for Film Incentives in ‘True to Texas’ Campaign

AUSTIN, Texas — Hollywood heavyweights Matthew McConaughey, Woody Harrelson, and other Texas-born actors are urging state lawmakers to increase funding for film incentives, aiming to transform Texas into a major hub for the entertainment industry. The stars launched a video campaign titled “True to Texas,” inspired by the hit series “True Detective,” to advocate for the cause during the current legislative session.

The star-studded video, posted on social media, features McConaughey and Harrelson reprising their “True Detective” roles, driving down a Texas highway. Dennis Quaid, Billy Bob Thornton, and Renée Zellweger also make appearances, delivering a message about the economic potential of bolstering the state’s film industry. “This project is more than a commercial — it’s a love letter to Texas,” Quaid said in the video. “We’ve got everything filmmakers need: world-class talent, breathtaking locations, and a state that welcomes creativity with open arms.”

The campaign highlights the economic benefits of increased film incentives. McConaughey emphasized that “every dollar from this incentive puts $4 back into the state of Texas.” The actors argue that expanding funding could create jobs, boost local economies, and position Texas as a rival to Hollywood.

Texas Lt. Gov. Dan Patrick has already proposed several bills to support the initiative, including Senate Bill 22, titled “Establishing Texas as America’s Film Capital.” Another bill outlines a $498 million allocation to revamp the Texas Film Initiative, aiming to make the state “the movie capital of the world.” In 2023, the Texas Legislature approved $200 million for the program, but advocates say more is needed to compete with other states offering lucrative incentives.

The “True to Texas” campaign has sparked conversations about the potential for Texas to reclaim its status as a filmmaking powerhouse. As McConaughey put it, “It’s time to bring the spotlight back to Texas and show the world what we can do.”