Houston First Corporation has launched a five-year strategic plan to expand Houston’s film and media production industry, attract new investment and position the city as a leading production destination in Texas and across the South.

Implemented through the Houston Film Commission, a division of Houston First, the plan was developed in collaboration with consulting firm KHM. It outlines a coordinated approach to strengthening Houston’s competitiveness through production incentives, workforce development, expanded infrastructure, strategic marketing and partnerships among government, educational institutions and industry leaders.

The strategy builds on Houston’s established assets, including its wide range of filming locations, global connectivity, diverse population and major-market infrastructure. The initiative also seeks to expand the resources and skilled workforce needed to support larger productions and encourage more film and television projects to choose Houston.

The plan establishes three overarching priorities: elevating Houston as the film capital of Texas, strengthening collaboration among government, education and industry partners, and increasing economic impact through job creation, hotel stays and tourism.

Building a Stronger Production Industry

Implementation will focus on five areas: incentive innovation, marketing and promotion, workforce development, studio and infrastructure expansion, and cross-sector collaboration.

Initial efforts include building on Houston’s city-specific film incentive program, which launched last year, improving permitting processes and access to filming locations, and increasing promotion of the city’s production capabilities.

Future phases will focus on developing infrastructure to accommodate larger and more frequent productions, expanding training and career pathways, creating additional financing opportunities and scaling successful programs based on measurable results and return on investment.

The approach is designed to build a sustainable film and media ecosystem rather than relying solely on attracting individual productions. By strengthening local resources and developing a skilled workforce, Houston First aims to create more opportunities for residents to pursue careers in film and television while encouraging production companies to return to the region.

Film Incentives Generate Economic Activity

A key component of the strategy is the Houston Feature Film Incentive Program (HFFIP), introduced by Houston First last year to attract and support qualifying film and television productions.

The program offers eligible producers a 10% rebate on qualifying local expenditures, with Houston First allocating up to $400,000 annually. Individual projects are eligible for incentives capped at $100,000.

Nearly $400,000 has been awarded to seven projects through the program. According to Houston First, spending associated with those productions generated more than $61 million in economic impact for Houston.

Productions that have received incentives 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 reported economic impact highlights the potential for film production to support activity beyond the sets themselves. Productions can generate demand for local services, workers, accommodations and other businesses that support filming operations.

Economic Development Beyond the Screen

Houston First’s five-year plan connects film and media production with broader economic development and destination marketing goals. Increased production activity could create opportunities for local talent, production crews, vendors, hospitality businesses and other service providers.

The strategy also emphasizes collaboration among public agencies, educational institutions and private industry to strengthen the resources required for sustained growth.

As Houston competes with other major markets for film and television projects, the plan provides a framework for expanding production capacity, building a stronger talent pipeline and positioning the city for long-term industry investment.

Houston businesses, aspiring filmmakers, production professionals and educational institutions can explore opportunities to connect with the local film industry and support its growth. Learn more about Houston’s production resources, film incentives and industry initiatives through the Houston Film Commission and discover how to be part of Houston’s growing film and media landscape.