Houston is rolling out the red carpet for filmmakers.
Houston First Corporation, the parent organization of the Houston Film Commission, has launched a new local film incentive program designed to attract and support movie and television productions in the Bayou City.
The initiative offers producers a 10% rebate on local spending, up to $100,000 per qualifying project, with $400,000 available annually. Officials say the program is designed to stimulate job creation and economic growth, while positioning Houston as a competitive destination for major productions.
“Houston is one of the most diverse and visually dynamic cities in the country,” said Michael Heckman, president and CEO of Houston First. “This new incentive sends a strong message that we’re open for business when it comes to film and television production.”
Catching up to compete
The launch follows a landmark move by the Texas Legislature earlier this year. Senate Bill 22 established $300 million in state incentive funding every two years through 2035, creating the most robust film program Texas has ever seen.
“Incentive programs have long played a pivotal role in the film industry, and now Texas—and Houston specifically—can better compete for projects,” said Alfred Cervantes, executive director of the Houston Film Commission. “This new, more level playing field will be a game-changer for us.”
Cervantes, a longtime advocate for local filmmaking, said the new Houston Feature Film Incentive Program has been years in the making.
“We’ve been trying to make this happen for years,” he said. “Other markets have had incentives for decades, and we’ve been playing catch-up. But now that ours is launched, we can help producers capture Houston on screen and show the world how beautiful this city really is.”
How it works
Unlike some states that use tax-credit systems, Texas and Houston operate under a rebate-grant model.
“What that means is simple,” Cervantes explained. “You come here, make your movie, turn in your books, we audit them, and then we give you a check back based on what you spent within a 60-mile radius of downtown Houston.”
Projects must spend at least $500,000 locally, shoot 60% of principal photography within that 60-mile radius, and employ 55% Texas residents to qualify. The principal production office must also be located in Houston.
Cervantes said the combined savings from the new state rebate of up to 31% – a jump from 22.5% – and Houston’s 10% local rebate could make the city one of the most financially attractive filming destinations in the South.
“That’s significant,” he said. “When you put both programs together, it’s a strong savings for producers to consider. And the state has committed to this level of funding for 10 years. That’s the real game changer.”
A city of stories and scenery
Beyond the financial incentives, Cervantes says Houston offers something that many filmmakers overlook: Variety.
“Within a 60-mile radius, you can get so many different looks,” he said. “We’ve got the piney woods, the beaches of Galveston just 45 miles away, flat farmland, industrial skylines…you can tell just about any story here.”
That range, combined with affordability, could make Houston a haven for both indie and studio projects. “As the fourth-largest city, it’s a very affordable place to live and work,” Cervantes added. “And when people see Houston on the big or small screen, they’ll realize it’s a striking place. Houston’s a universe.”
Lights, camera, Houston
Recent successes underscore the city’s growing profile. In 2024, productions including Netflix’s Mo and Paramount’s 1923 contributed $27.1 million in direct spending and a total economic impact of $81 million in the region.
This year, Charliebird, a Houston-shot feature, won the Founders Award for Best U.S. Narrative Feature at the Tribeca Film Festival. Meanwhile, Do No Harm, filmed locally and starring Grey’s Anatomy’s Harry Shum Jr., opened the Dances With Films Festival in Los Angeles. And ICK, shot in the Houston area, hit more than 800 theaters nationwide. This is welcome news for filmmakers like Johnson, who say not since Jason’s Lyric in 1999 has a predominantly Black movie been filmed in Houston.
With the new incentive, city officials hope those numbers grow exponentially.
“This isn’t just about putting people to work,” Cervantes said. “It’s about putting Houston on the map. For too long, we’ve missed out on the chance to see our city on screen. Now we get to share our stories with the world.”
How to get involved
Aspiring filmmakers and creatives can connect through the Houston Film Commission’s website, filmhouston.com, where they’ll find a cast and crew call page listing opportunities for local projects.
“We have mixers, networking events and email lists for anyone who wants to be part of Houston’s film scene,” Cervantes said. “With these new incentives, we’re not just inviting outside productions, we’re helping our local filmmakers tell their stories too.”
