Houston's plan to become Texas' film capital
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Houston wants to become Texas' film capital, with a new five-year strategy to attract more movie and television productions and develop a fully operational studio campus by 2030.
Why it matters: The effort could bring more film projects, jobs and investment to Houston while strengthening the city's creative economy.
Zoom in: The plan focuses on expanding financial incentives, developing the local workforce and building production infrastructure.
- It also calls for streamlining filming permits, improving access to locations and marketing Houston to producers.
- It doesn't specify how much it would cost or where the money would come from.
The big picture: By 2030, the Houston Film Commission wants to double the number of major productions filmed annually in Houston, develop a fully operational large soundstage studio and establish nationally recognized training programs, per the five-year plan shared with Axios.
Flashback: Last year, state lawmakers boosted film incentives and Houston launched its own film incentive program as well.
- "Our state and our area is in the best position we've ever been in for motion picture production," Alfred Cervantes, executive director of the Houston Film Commission, tells Axios.
- Before the new incentives took effect, Houston lost out on filming "Your Mother Your Mother Your Mother," set in Houston but filmed primarily in Atlanta, and "Hit Man," based on a true Houston story but filmed in Louisiana. "That one really hurt," Cervantes says.
The intrigue: Cervantes says an influx of film professionals moved to Houston after the pandemic.
- Houston also has diverse filming locations within a 60-mile radius, from skyscrapers to beaches and wooded areas that can double as jungles, he says.
Follow the money: Seven productions have received nearly $400,000 in incentives since the city incentive program was established last fall, generating more than $61 million in estimated economic impact, according to Houston First. Projects included Netflix's "Mo," Tyler Perry Studios' "As Love Is" and a documentary about Mattress Mack.
- Film and video productions generated an estimated $23.4 million in economic impact from January through August, nearly double the $11.8 million during the same period last year.
What's next: The commission plans to pursue a banking partnership in 2027 to offer loans backed by state film incentives and advance plans for studio and soundstage facilities.
- Cervantes envisions a soundproofed soundstage with about 30,000 square feet of column-free space — something the city currently lacks.
What we're watching: Houston on screen more, at least that's the vision. And Cervantes tells Axios more filming is coming this fall.