The Lone Star State just raised the stakes.

Texas lawmakers have officially approved Senate Bill 22—a bold $500 million commitment every two years through 2035—to transform Texas into one of the most competitive film and television production markets in the country. The bipartisan vote marks a seismic shift for the state’s film economy and has the backing of Texas-born stars like Matthew McConaughey and Woody Harrelson.

The new funding would be channeled into the Texas Moving Image Industry Incentive Fund, dwarfing previous allocations and addressing long-standing complaints from producers who’ve historically bypassed Texas in favor of better-funded programs in states like Georgia and New Mexico. “That Netflix series about Selena? It was shot in California,” noted Sen. Carol Alvarado. “That should never happen again.”

For years, Texas’s incentive program has been marked by inconsistency, leaving producers wary about long-term commitments. SB 22 aims to change that with a decade of guaranteed funding and the kind of predictability capital partners need. The proposed incentives include grants starting at 5% for productions spending at least $250,000 in-state—with added bonuses for rural filming, veteran hiring, and now, faith-based and “Texas Heritage” content.

“Producers want to shoot here,” said Sen. Joan Huffman, the bill’s author. “But they need assurances. They need consistency. And they need a program that’s competitive.”

McConaughey told lawmakers last month that his new comedy series filmed in Texas poured more than $12 million into the local economy—over $2 million per week. He, along with Harrelson, made the case that Texas has the talent, the stories, and now the funding to become a permanent production destination.

Of course, not everyone’s aligned on the messaging. An added 2.5% bonus for “faith-based” films and a call to reward stories that reflect “family values” raised eyebrows on the Senate floor. “Whose family values?” asked Sen. Sarah Eckhardt, voicing concern over the subjectivity of that language. But the amendment stayed.

If passed by the House, SB 22 could put Texas back on the map in a major way—not just as a filming location, but as a full-spectrum production hub, complete with postproduction, crew training, and long-term infrastructure growth.

“This is about more than just the next big show,” McConaughey said. “It’s about building the future of Texas storytelling—right here at home.”