A cohort of Hollywood actors have teamed up to publish a four-minute ad encouraging Texas to incentivize more Hollywood production.
The ad stars Matthew McConaughey and Woody Harrelson, both of whom play themselves but act like their iconic characters from the hit TV series “True Detective.”
Called “True to Texas,” the ad begins with them driving in a police car with Dennis Quaid handcuffed in the backseat.
Watch:
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! pic.twitter.com/iMpRMRx2Hj
— Matthew McConaughey (@McConaughey) January 29, 2025
All three then begin to talk about how it’d benefit Texas for the state legislature to set up more incentives encouraging Hollywood to produce films in their state.
McConaughey at one point talks about how moving film production to Texas could in turn revitalize an ailing Hollywood.
“This industry is like somebody’s memory of an industry, and the memory’s fading,” he says. “I’m talking about a whole new hub for film and television. A renaissance. A rebirth.”
“A small fraction of Texas budget surplus to turn this state into the new Hollywood,” Harrelson adds.
The ad was originally published on YouTube, where a description offers more insight into its purpose.
“Why should Texas movies be made anywhere but Texas? 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,” the description reads.
“Matthew McConaughey, Woody Harrelson, Dennis Quaid, Billy Bob Thornton, and Renée Zellweger shine a spotlight on how Texas can lead the way in film production in this short film. Let’s keep the cameras rolling and the economy growing—because everything’s bigger (and better) in Texas!” it continues.
As noted above, the ad also contains cameos from actors Billy Bob Thornton and Renée Zellweger, both of whom also support essentially moving Hollywood to Texas.
“I’ve been hotel hopping in all these other states for way too long,” Zellweger says. “And I get it, I mean making a production is hard and if all these other states are going to offer an incentive, then that’s where we’re going to keep going. I just wish we could bring some of these productions home to Texas.”
“Ain’t all that money like corporate welfare for big Hollywood studios?” Harrelson then asks.
“No, it’s not,” McConaughey pushes back. “Real Texas business owners and citizens see every dollar spent from this incentive put $4 back into the state of Texas.”
They aren’t the first Texas celebrities to call for the state to boost incentives for Hollywood.
“One of my great frustrations was that I wrote Hell or High Water, and they filmed the darn thing in New Mexico,” “Yellowstone” co-creator Taylor Sheridan testified to the Texas Legislature in October. “My love story to Texas was shot west of where it should have been shot.”
Good morning from the Texas Senate Finance committee! Over a dozen people are set to speak about the state’s film incentive program & what lawmakers can do to keep Texas competitive for major productions.
Later, we’ll hear about recent dips in K-12 enrollment #txlege @impactnews pic.twitter.com/Ie2I6I1Eqg
— Hannah Norton (@HannahNorton89) October 9, 2024
Taylor Sheridan, creator of Yellowstone, is currently testifying.
He filmed 1883, 1923, Landman & other shows in Texas.
“Someone asked which of those would still have filmed here had there not been an incentive? And the answer is, none, not one of them,” Sheridan said. #txlege
— Hannah Norton (@HannahNorton89) October 9, 2024
During the hearing, other “[p]rofessionals in the film industry told lawmakers that Texas offers creative professionals an ideal setting to film because of its varied topography and low cost of living … [but warned that] better incentives in other states pull their projects away from Texas, hurting their projects and costing the state millions in possible returns,” according to U.S. News.
All this comes just a week after the Texas Senate announced a new budget featuring $498 million for the Texas Film Incentive.
“The budget will consist of two parts: $48 million in grants for small films and TV commercials, and up to $450 million in new tax credits, including Texas residency requirements for workers,” according to The Hollywood Reporter.
Dovetailing back to the ad, it ends with Harrelson making a killer point about why Texas needs to do more to bring Hollywood to its state: “So what do you say Texas Legislature — you don’t like what Hollywood’s been dishing? Let’s take over the kitchen!”
Well said.
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