Officials with the Houston First Corporation launched a new five-year strategic plan in early October aimed at expanding the city's film and media production industry.
The overview
The 5-year strategic plan is designed to "significantly" expand Houston's film and media production industry through objective goals, as well as generate new economic activity and establish the city as a premier production destination in the South, according to an Oct. 6 news release.
Per the release, the plan establishes a roadmap for strengthening Houston's competitiveness through expanded incentives, workforce development, production resources, strategic marketing and collaboration with city, industry and educational partners.
Zooming in
The plan has three overarching strategic priorities:
Elevate Houston as the film capital of Texas
Deepen collaboration among local government, education and industry leaders
Drive economic impact through job creation, hotel stays and increased tourism
Officials with Houston First and the Houston Film Commission intend to accomplish these goals through five different strategies:
Commission leaders started on the first phase of the plan last year when they launched the city-specific incentive program called the Houston Feature Film Incentive Program (HFFIP). The program provides a local rebate for narrative films and scripted television series shot in the Greater Houston area.
HFFIP provides 10% back on approved area spending, with a maximum rebate of $100,000 per project.
The local incentive followed the Texas Legislature's passage of Senate Bill 22 in 2025, which dedicated $300 million in incentive funding to qualifying film projects in the state every two years through 2035.
More details
Alfred Cervantes, executive director of the Houston Film Commission, said growing Houston's film industry requires more than attracting individual productions—it requires "building an ecosystem that can sustain production year after year."
“Our focus is on creating the conditions that make Houston an easy choice for producers while developing opportunities for Houstonians to build careers in this industry," he said.
In 2024, film projects generated over $81 million for the Houston economy, more than doubling the previous year's numbers, according to a Houston First report.
Additionally, Houston First awarded nearly $400,000 to seven HFFIP projects in its inaugural year. In turn, the projects generated more than $61 million in economic impact for Houston, per the release. Projects included:
ICK by AMG Films
40 Dates and 40 Nights by Lucky Number 8 Productions
As Love Is by Tyler Perry's Studio
The second season of Netflix's Mo
Houston First officials said three additional productions have also applied for the incentive this year.
Looking ahead
As Houston builds on Texas Legislature funding and its local incentive program, film leaders have also laid out the next steps in the strategic plan, including advancing infrastructure, expanding workforce and training pathways, developing new financing opportunities and seeing a return on investment.
By 2030, the Houston Film Commission hopes to have a fully operational studio campus, be nationally recognized for training programs and double annual major productions.
Quote of note
“Houston has all the ingredients to become a much larger player in the film and media industry—extraordinary locations, a diverse population, talented professionals and the scale and infrastructure of a global city,” said Houston First CEO Michael Heckman. “This strategic plan gives us a clear path forward to turn those assets into greater economic opportunity—creating jobs and attracting investment so that the film industry can thrive here.”
