HOUSTON (October 7, 2026) – Houston First Corporation has launched a new five-year strategic plan designed to significantly expand Houston’s film and media production industry, generate new economic activity and establish the city as a premier production destination in Texas and across the South.
Implemented through the Houston Film Commission, which is a division of Houston First, and developed in collaboration with the consulting firm KHM, the plan establishes a roadmap for strengthening Houston’s competitiveness through expanded incentives, workforce development, production resources , strategic marketing and greater collaboration among government, education and industry partners.
Informed by research and input from local and national stakeholders, the strategy builds on Houston’s strengths—including diverse filming locations, global connectivity, and major-market infrastructure—while expanding production infrastructure and strengthening the local workforce.
“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 Michael Heckman, President and CEO of Houston First. “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.”
The plan establishes three overarching strategic priorities: elevating Houston as the film capital of Texas; deepening collaboration among local government, educational institutions and industry leaders; and driving economic impact through job creation, hotel stays and increased tourism.
From Strategy to Action
Implementation will center on five areas: incentive innovation, marketing and promotion, workforce development, studio and infrastructure expansion, and cross-sector stakeholder engagement.
Initial work includes building on a city-specific film incentive program that officially launched last year, streamlining permitting and location access, and increasing marketing of Houston’s film-ready assets. Subsequent phases call for advancing infrastructure capable of accommodating larger and more frequent productions, expanding workforce and training pathways, developing new financing opportunities and ultimately scaling successful programs based on results and return on investment.
“Growing Houston’s film industry requires more than attracting individual productions—it requires building an ecosystem that can sustain production year after year,” said Alfred Cervantes, Executive Director of the Houston Film Commission. “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.”
Capitalizing on Incentives
Last year, Houston First announced a new local film incentive program designed to attract and support film and television production in the region. The Houston Feature Film Incentive Program (HFFIP), which offers 10% back to producers of qualifying projects on local spend, is one of the most competitive of its kind in Texas. Houston First has allocated up to $400,000 annually for the initiative, which has a per project cap of $100,000.
Of the nearly $400,000 awarded to seven projects under HFFIP, the return for Houston generated by the spending of those productions totals more than $61 million in economic impact. Projects that have received the incentive include AMG Films’ ICK, Lucky Number 8 Productions’ 40 Dates and 40 Nights, Tyler Perry Studios' As Love Is, and the second season of Netflix’s Mo. Three additional productions have applied for the incentive this year.
The local incentive followed on the heels of the Texas Legislature’s passage in 2025 of Senate Bill 22, which dedicated $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 as a whole. Meanwhile, Congress is moving forward on legislation that could create a 20% federal film and television incentive in an attempt to keep productions in the U.S. The bipartisan bill currently being drafted has the backing of the Motion Picture Association.
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.
Media contacts
Carolyn Campbell
carolyn.campbell@houstonfirst.com
(832) 982-9902
Mike Horton
mike.horton@houstonfirst.com
(346) 898-8576
