Texas is looking to become the next heavyweight in U.S. film production—and this time, it’s putting half a billion dollars behind the pitch.

At a recent Senate Finance Committee hearing, the Lone Star State took a bold step toward securing its spot as a serious destination for film and TV production. Senate Bill 22, now heading for a full Senate vote, would inject $500 million every two years into the Texas Moving Image Industry Incentive Fund over the next decade. That’s more than twice the current allocation and signals a long-term bet on film as a major economic engine.

A-listers like Matthew McConaughey and Woody Harrelson showed up in Austin to give their full-throated support. McConaughey didn’t hold back, revealing that he and Harrelson took a 15% pay cut just to keep their new series Brothers filming in Dripping Springs, instead of Georgia. “If we pass this bill in Texas, we are immediately at the bargaining table for shooting more films and TV,” he told the committee. “And we’re going to need more soundstages to meet demand.”

Under the proposed changes, qualifying productions must spend at least $500,000 in-state—up from $250,000—and the residency requirement for crew will drop to 35% for now, with a gradual ramp to 50% by 2031. The eligibility scope is also expanding: shorter TV episodes, animated projects, and large-scale competition shows (excluding reality and game shows) could all qualify.

Chad Gunderson, producer of The Chosen, testified that his production alone has spent over $75 million in Texas. Fort Worth Mayor Mattie Parker reported a $700 million local economic impact since 2015, while rural representatives said even a single production can transform entire communities.

Of course, no incentive package in 2025 would be complete without political fireworks. Some lawmakers raised concerns about taxpayer money supporting content with “offensive language” or that paints Texas in a bad light. Others pushed back, citing First Amendment protections and the risk of micromanaging an industry already flirting with greener pastures elsewhere.

Bottom line? If SB 22 passes, Texas could be poised to become a production powerhouse—offering long-term certainty, bigger incentive packages, and serious momentum. As McConaughey put it: “Let’s not let Texas miss this opportunity again.”