When you’ve got the star power of Hollywood in your corner, the momentum can carry over to the field. Steve Sarkisian has plenty to be excited about in Austin, and it’s not just because the Longhorns dominated the SEC in their first season. Texas’ famous superfan Matthew McConaughey is already on the screen alongside Woody Harrelson, as the duo reprise their True Detective roles in a new ad campaign that speaks for the welfare of Texas. 

Written and directed by the creator of True Detective Nic Pizzolatto, the 4-minute True To Texas ad is more than just a star-studded shot — it’s a call to action. It advocates for more film & TV productions to shoot in Texas, thus capturing the essence of Texas stories on Texas soil. Matthew McConaughey, the face of Longhorn pride, took to X on January 30 to share the video with a heartwarming caption for Texas: “Texas stories deserve a Texas backdrop. That’s why I teamed up with Dennis Quaid, Woody Harrelson, Billy Bob Thornton, and Renée Zellweger for True to Texas. It’s time to bring film and TV productions home!”

True To Texas is an ad to encourage the Texas legislature to boost the state’s film and TV production through new incentives. The video opened with a thought-provoking question by Woody Harrelson — “You ever wondered if this industry of ours is just chasing its own tail?” McConaughey’s response? “Hollywood is a flat circle, Woody. Round and round like a record with the sound off. This industry is like somebody’s memory of an industry. The memory is fading. I am talking about a whole new hub for film and television. A renaissance. A rebirth.”

McConaughey, Harrelson along with a star-studded lineup consisting of Dennis Quaid, Billy Bob Thornton, and Renée Zellweger are the ones pushing hard for Texas’ cause. The ad listed the benefits of film production incentives for Texas with Harrelson saying, “A small fraction of Texas’ budget surplus would turn this State into the new Hollywood.” This met Zellweger’s approval who said, “Bring some of these productions home to Texas.” And nothing could’ve topped the Longhorns’ Minister of Culture’s pure Texas ending — “You don’t like what Hollywood’s been dish’n, let’s take over the kitchen. Yee—haw.” And with Texas-sized ambition, this isn’t just talk, it’s a real shot at changing the game! 

Matthew McConaughey has a soft spot for Texas football

Could this be Matthew McConaughey’s way of turning the page after Texas’ fall to Ohio State in the CFP semifinals? The U-571 actor was locked in the Cotton Bowl, riding the waves with the Longhorn Nation. Even after the fall, he stood tall with his undying support for the program, tweeting, “Hell of a fight tonight men of @TexasLonghorns football. After the pain subsides, be sure and love each other and yourselves for so much that you did so well this year. It was a season to be proud of. Until forever.” And now, he’s channeling this same passion into something bigger. 

Starting in October 2024, the Texas legislature began hearing from industry experts about turning the Lone Star state into a film hub. The interest of the lawmakers was there all along. They just needed to analyze how effective the investment would be for the overall economy. On January 22, the Senate made its move. It filed a budget including a massive $498 million revamp of the Texas Film incentive. It’s a two-part deal – $48 million in grants for TV commercials and small films and $450 million in new tax credits. The mission is clear: Make Texas “the movie capital of the world.” 

But this isn’t just about Hollywood lights — it’s about Texas’ pride. More productions mean more national exposure, and that’s a win for Steve Sarkisian and the football program that Matthew McConaughey dearly loves. Texas is thinking big and the Minister of Culture is front and center!