How Rio Grande Valley cities are rolling out the red carpet for the film industry

About seven years ago, film crews set up in downtown Harlingen to shoot You Are My Home, a movie starring Alyssa Milano that was previously titled Gift of an Angel.

Visit Harlingen director Cassandra Consiglio remembers when camera crews worked on the film that features Jackson Street, where local residents worked as extras on set. 

“Somebody might say, ‘Oh, it’s just a movie.’ Well, really, a movie encompasses actors, production, wardrobe, catering, hotels,” Consiglio said. “It really is an economic influx for the community that they’re going to film in.” 

Now the city of Harlingen is looking for a little more movie magic and its related economic impact, so it’s joining the Film Friendly Texas certified communities program, which city leaders approved last week night. 

Production companies must contact the city manager’s office and pay fees ranging from $50 to $300 for shooting in public spaces to help offset the cost of street closures. City officials are uploading photos of the area for potential shooting locations and encourage property owners to offer unique spaces for rent. 

“The fees are relatively low; we want to make everything accessible. We are really looking to attract as much as possible,” she said. “We have historic Jackson Street, our city lake area, and rural areas as well.” 

The Film Friendly Texas program is run by the Texas Film Commission, which boasts more than 200 communities statewide that have regulations and resources for production companies considering the Lone Star State. The film commission has a database of companies to support the film industry, from casting directors to costume designers. 

In September 2025, Texas lawmakers approved $1.5 billion in state film incentives over the next decade, including a grant rebate of up to 31% of the production’s in-state spending. The minimum spend for a film and television production is $250,000, which entitles the company to a 5% grant rebate. 

By 2031, about half of the cast and crew must be Texas residents to qualify — a phased-in approach. The Texas Moving Image Industry Incentive Program was created in 2007, the same year as the Film Friendly Texas certification program. 

In the Rio Grande Valley, the cities of Brownsville, South Padre Island, Edinburg, and Hidalgo are already in the program. 

In 2021, the independent feature film Going Varsity in Mariachi by Osmosis Films was shot in Edinburg, McAllen, Roma, and La Joya, as well as in San Antonio and San Marcos. 

In 2019, another independent feature film, Swamp Lion, was shot in Brownsville, Edinburg, McAllen, and Pharr. 

Television series such as Lone Star Law, by Engel Entertainment, have been shot across the state, including at South Padre Island in 2018 and 2019. Four seasons of Friday Night Tykes, produced by FNT Enterprises, included shoots in McAllen in 2013, 2014, 2015, and 2016. 

McAllen city commissioners were briefed on its Film Friendly Texas application several weeks ago by McAllen Chamber of Commerce leaders. 

Beyond local hotels, restaurants, and tourism, CEO Elizabeth Suarez of the McAllen Economic Development Corporation and the McAllen Chamber of Commerce said there’s no incentive required for the local cities, since it’s a state program. 

“It’s strengthening tourism and city branding, and there’s really not a cost involved other than participation in the workshop that’s already been done,” Suarez said. “It positions us as organized and responsive, ready for outside investment.” 

Local businesses are encouraged to upload their own photos to the Texas Film Commission website for McAllen to offer registered shooting locations, Suarez said. 

“They also want to see locations that you might not think would be the best photos, but it might be an old warehouse or an old home. You never know what they are looking for,” she said. “Texas has become a real destination for filming. These production companies are going to be coming for film, for TV, for documentaries, and also even for video games, and TV commercials have gotten to be very popular.” 

The region’s push also includes efforts like the South Texas International Film Festival in Edinburg and Brownsville’s Mitte in Motion, which aim to grow local talent and connect residents with the film and entertainment industry.