HOUSTON (October 8, 2025) — Houston First Corporation, the parent organization of the Houston Film Commission, today announced the launch of a new local film incentive program designed to attract and support film and television productions within the region.
The new initiative will be the most competitive of its kind in Texas, offering 10% on local spend with a cap of $100,000 back per qualifying project, with a total of $400,000 allocated annually for productions. Houston First anticipates renewing the program annually based on funding availability and program performance.
The new incentive aims to promote the city as a competitive and desirable film production destination while supporting job creation and economic growth in the region’s creative industries. Eligible projects include narrative feature films and narrative television series, that meet specific criteria for local spending and hiring.
“Houston is one of the most diverse and visually dynamic cities in the country, and this new incentive program sends a strong message that we’re open for business when it comes to film and television production,” said Michael Heckman, President and CEO of Houston First. “We’re pleased to roll out a program that not only strengthens Houston’s position in the industry but also provides tangible economic and workforce benefits for the local community.”
Building on Momentum
The local incentive follows on the heels of the Texas Legislature’s passage earlier this year of Senate Bill 22, which dedicates $300 million in incentive funding to qualifying film projects in the state every two years through 2035. That program is expected to increase producers’ interest in Texas, and Houston officials hope the local incentive helps direct that interest to this region.
“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.”
To qualify for the new local incentive, projects must achieve 60% of principal photography within a 60-mile radius of Downtown Houston and demonstrate at least $500,000 in local expenditures. Additionally, at least 55% of cast and crew must be Texas residents and the principal production office must be located in Houston among other criteria.
Houston First and the Houston Film Commission will manage the application and evaluation process. Film Commission staff say they are already in talks with several producers about projects that will qualify for the incentive. The overview and guidelines can be found here.
An Active Landscape
In 2024, the local industry benefited from several major productions including filming of the second season of Netflix’s Mo and a period film production in Galveston for the Paramount series 1923, part of the Taylor Sheridan television universe. Direct spending of projects filmed in the region and aided by the Houston Film Commission totaled $27.1 million in 2024 with an overall economic impact of $81 million.
Momentum has continued into this year. In June, Charliebird, a feature film shot in Houston, won the Founders Award for Best U.S. Narrative Feature at the Tribeca Film Festival. The film focuses on the characters Al, a music therapist played by Samantha Smart, and Charlie, an unmotivated teenager played by Gabriela Ochoa Perez, whose world’s collide following the revelation of a secret passion project.
Do No Harm, an indie drama filmed in Houston, was the opening night film at the Dances With Films Independent Film Festival in Los Angeles this summer. The film features Grey’s Anatomy and Crazy Rich Asians star Harry Shum Jr as Sam Yeong, a burned-out nurse whose "world unravels after a simple mistake turns fatal."
ICK, starring Brandon Routh, Malina Weissman, and Mena Suvari and filmed in the Houston area, was released in 800 cinemas nationwide in late July. Directed by Joseph Kahn, the film is a pulpy horror comedy in which, for nearly two decades, a viscous vine-like growth known as “The Ick” has quietly crept into every corner of American life.
About Houston First Corporation
Houston First Corporation (HFC) is a local government corporation and the destination marketing organization for the country's fourth largest city. In addition to serving as operator for the George R. Brown Convention Center and some of Houston's most prominent art, entertainment, and event venues, HFC is focused on promoting the city's vibrancy and rich tapestry of culture. By harnessing the city's collective energy, ambition, and creativity, including its diverse culinary scene, world-renowned performing arts, medical and space innovation, and elite filming locations, HFC is solidifying Houston as a premier national and global destination. For the latest news and info regarding HFC, visit www.houstonfirst.com
Image: Production of the Netflix series Mo
