TEXAS: Everything's Bigger

FOR YEARS HOLLYWOOD HAS BEEN THE CENTRE OF THE SCREEN INDUSTRY, BUT THE LONE STAR STATE IS SWOOPING IN TO TRY AND TAKE THAT MANTLE. WITH MAJOR NEW STUDIO AND LOCATION FACILITIES LIKE 204 TEXAS AND HILL COUNTRY STUDIOS BEING BUILT AND A SPATE OF FINANCIAL INCENTIVES TO SWEETEN THE DEAL, MAJOR PROJECTS AND STARS ARE HEADING SOUTH.

“A SMALL FRACTION OF TEXAS BUDGET SURPLUS COULD TURN THIS STATE INTO THE NEW HOLLYWOOD .”

Whiskey Wonders - TX Whiskey ad campaign © Twelve Midnight, John Warder

"204 TEXAS, THE FIRST PURPOSE-BUILT STUDIO LOT IN TEXAS, LOCATED ON A VAST 560-ACRE EXPANSE IN BASTROP COUNTY."

Hollywood stars Matthew McConaughey and Woody Harrelson revived their True Detective characters earlier this year for the advert True to Texas promoting the Lone Star state as a filming location. They stated “Hollywood is a flat circle” and called for more government funding support, with Harrelson saying “a small fraction of Texas budget surplus could turn this state into the new Hollywood.”

Their calls (along with many others in the state, including writer-producer Taylor Sheridan) have been answered with the Texas Senate putting money behind the message, “to make Texas the movie capital of the world.” 

They have filed a budget of USD498 million to revamp the Texas Film Incentive, including USD48 million in grants for small films and television commercials, and up to USD450 million in new tax credits, including Texas residency requirements for workers.

INCENTIVES & INFRASTRUCTURE  

The Texas Moving Image Industry Incentive Programme (TMIIIP) with its 22.5% rebate has been a key factor in attracting high profile productions in recent years, including Paramount shows Yellowstone and Mayor of Kingstown.

The state’s legislative session approved a USD200 million grant a couple of years ago to cover productions from September 2023 through August 2025. This robust improvement was a huge step in supporting in-state production.

“TMIIIP is a great asset, but it does not have a long-term funding mechanism at the moment, so we only know how much cash we have every two years at a time,” explains Chase Musslewhite, co-founder, Media For Texas, championing the lobbying for a better Texan film incentive programme.

“Once you really get your project off the ground, there's about a year left in the cycle, so if I wanted to shoot a film, uncertainty can arise around if there would be funding six months from start. That also poses a big problem for television shows and studios who want to know if they can shoot multiple seasons in one location and whether the construction build will be met with a demand to shoot there.”  

STUDIO SUPPORT
Despite these concerns and setbacks, there is excitement about the prospective rise in incentive funding and the extensive studio plans for the state to accommodate incoming productions.

One of the biggest high-profile developments is southern California-based film and events company Line 204’s construction of 204 Texas, the first purpose-built studio lot in Texas, located on a vast 560-acre expanse in Bastrop County. It is set to offer an array of diverse filming locations, from
dense forests and miles of sandy beach to open green pastures and a picturesque stretch of the Colorado River.

There’ll also be six 20,000 sq ft and two 10,000 sq ft sound stages, all equipped to facilitate a wide range of productions. As well as a 50,000 sq ft warehouse, operated by MBS Studio Equipment, stocked with grip and lighting kit.

The major project is expected to contribute approximately USD1.9 billion to the local economy over a decade, create numerous jobs and stimulate local businesses, further solidifying Texas's position as an emerging hub for film and television production.

The other big news was Talon Entertainment Finance’s acquisition of popular Dallas facility South Side Studios and its reopening in January 2025, following a multi-million dollar upgrade.

“When there's not film and television happening, commercials are shooting here almost 90% of the time,” enthuses former Dallas Film Commissioner and Talon Entertainment Finance’s head of physical production Tony Armer. “One of the things that we’ve provided are standing sets that are permanently built, hospitals, a school, things that in real life you can't just walk into and film immediately.”

Construction is also underway on Hill Country Studios, a 200-acre site about 30 minutes from downtown Austin. The development plans include over 800,000 sq ft of production facilities, featuring 12 purpose-built sound stages, four workshops, a backlot, and 200,000 sq ft of production office space.

PROJECTS STEEPED IN TEXAS PRIDE  
Texas pride runs deep for many of the local filmmakers, notably Sheridan who has contributed to a number of state-set projects such as Yellowstone, 1923 and the upcoming Landman. 

The Yellowstone prequel series 1923 filmed season two across Texas, including Austin, San Antonio, Lockhart and the coastal resort island city of Galveston.

Filming also took place in Houston (just 45 miles from Galveston) to capture the cityscape. This proved to be “an economically big move,” according to Houston Film Commissioner Alfred Cervantes.

Netflix comedy series Mo, about a Palestinian refugee-descendent living in Texas, also shot in Houston capturing the cityscapes, but also doubling the dry landscape for Mexico and the Middle East. The production took advantage of local talent with about 40% Houston-based crew for season two, according to Houston Film Commission data.

Another popular filming spot is Fort Worth thanks to its historical sites, expansive Western landscapes, and experience hosting productions. One of the biggest to shoot there recently was Sheridan’s Landman.

In a further boost to the local industry, Sheridan and 101 Studios, the production company behind Yellowstone and Mayor of Kingstown, has partnered with the Fort Worth Film Commission and Tarrant County College to create the Fort Worth Film Collaborative, a workforce development certification programme.

“The programme provides a fast track certificate where we can help with some training for areas like grip and gaffer, hair and makeup, and set construction,” says Taylor Hardy, film commissioner and director of video content at Visit Fort Worth. “We've even had some of those graduates go on to work on things like Lioness season 2, which filmed here.”

All parties in the Texas screen industry are pulling together to try and compete with the likes of New Mexico and Georgia. The increased incentives, new studio facilities and growing crew base are certainly helping. Could Texas become the new Hollywood in years to come?

Main Image:

Filming 1883 at the Fort Worth Stockyards © Paramount & ViacomCBS, Inc.