FORT WORTH, Texas — Hollywood is making its mark on North Texas as some cities start to reap the rewards of the state’s film incentive program.
At Madea’s Down Home Cookin’, a Fort Worth restaurant inspired by owner Elbert Penson’s mother’s cooking, the Hollywood connection came unexpectedly.
Penson said actor Samuel L. Jackson visited the restaurant in May, surprising staff and customers.
“Actually, a lot of my staff didn’t even realize he was here until the end of his meal. And he actually got up and went and spoke to one of the employees,” said Penson.
Penson, who was born and raised in Fort Worth, said he is proud to see productions coming to the city.
“Fort Worth is where I was born and bred. Went to school here,” he said.
Taylor Hardy with the Fort Worth Film Commission said the growing production industry has generated significant economic activity.
“In the first 10 years since we launched the film commission, we saw an economic impact of nearly $1 billion in Fort Worth,” said Hardy.
In 2025, Texas lawmakers approved a record $1.5 billion film incentive package intended to be available over 10 years through the Texas Moving Image Industry Incentive Fund.
Productions must meet certain requirements, including hiring Texas residents and filming in qualifying locations, to receive the incentives.
Producer Taylor Sheridan, the creator of “Yellowstone,” has brought a string of productions to Fort Worth, including “Landman” and “1883.” More recently, production wrapped on the third season of “Lioness” and “Frisco King.”
Hardy said productions can create jobs for hundreds or even thousands of people.
“For Landman season two, 101 Studios hired 1,092 crew members. So that was 192 cast and over 2,500 extras,” Hardy said, referring to everyone hired, not just Texas crew members.
The economic impact can extend well beyond the production crew, Hardy said, benefiting businesses throughout the community.
“So they’re working with lumber yards on construction. They’re hiring locals like hair and makeup artists, working with local dry cleaners. Some of the cast members are staying in our hotels and working with restaurants and catering,” Hardy said.
One North Texas production crew member who worked on “Lioness” said off-camera that they would like to see more local hiring for productions filming in the area.
North Texas may not be the new Hollywood, but local business owners such as Penson say it’s a pleasant development.
“We welcome the company,” Penson said.
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