McConaughey, Harrelson Promote Texas Film Incentives

Matthew McConaughey and Woody Harrelson have reprised their iconic True Detective roles in a new promotional ad, titled 'True to Texas', advocating for increased film and TV production incentives in Texas. This initiative follows the Texas Senate's announcement to allocate $498 million towards revitalizing the Texas Film Incentive program, aiming to position Texas as a leading hub for film and television. In the ad, written and directed by True Detective creator Nic Pizzolatto, the actors, along with Dennis Quaid, Billy Bob Thornton, and Renée Zellweger, make a case for shifting productions from traditional locations like Hollywood to Texas. The campaign underscores the economic benefits of local productions, suggesting that every dollar spent on incentives yields $4 for the state's economy. The ad has gained significant attention, coinciding with the Super Bowl, and highlights a broader push by Texas-based celebrities to attract more media projects to the state.