THE INCENTIVE TRAP: SAN ANTONIO CANNOT BUY ITS WAY TO CINEMATIC GREATNESS With Incentives

​An Editorial by Texas Media Maker Magazine
The enthusiasm radiating from the San Antonio Report article, where city officials - led by Arts and Culture Director Krystal Jones and echoed by Councilman Marc Whyte - declare that San Antonio could "become the film capital of Texas," is undeniably contagious. We observe the proposed increase of the film rebate from 7.5% to 10% and the renewed commitment of state incentives, a staggering $150 million annually for a decade. This financial mobilization is, on paper, impressive. It suggests a city ready to invest aggressively in its future.

Yet, from our vantage point, looking through the unflinching lens of industry reality, this aggressive purchasing strategy reveals a profound, critical misdiagnosis. It is not possible to buy your way (through incentives) into the media-making market if the necessary human and physical infrastructure does not already exist to serve the incoming business.  Money, in this realm, is merely a lure. If the fish that bite the lure find the water polluted and the ecosystem hostile, they will simply turn around, and the investment becomes a loss.

The Illusion of Incentives vs. The Reality of Service
The current city strategy, while well-intended, relies on a fundamental misconception: that stacking rebate percentages will automatically transform San Antonio into a production hub. We must speak plainly: productions will not commit to a city that cannot serve them. They will feel duped, or worse, they will suffer costly delays that erode the financial benefits of the rebate.

The experience of having the Paramount show "1923" film here is a welcome anecdote—and we commend the city for reimbursing the closed businesses—but isolated success stories do not equal infrastructure. Where are the large, functional studio facilities and sound stages that Ms. Jones herself acknowledges are missing? Incentives attract the initial interest; sustainable infrastructure retains the long-running television series and multi-million dollar features that Councilman Whyte envisions. Without the capacity for production, the 10% rebate is nothing more than a glossy flyer for a city that is fundamentally unprepared to deliver.

The Failure of the Human Infrastructure
The most damning critique is not about the lack of sound stages, but the fundamental failure of the human infrastructure. The City has, through years of neglect and perceived active dismissal, turned its back on its own creative community. As we stated in our August 2025 editorial, the San Antonio film scene is currently characterized by a "lack of professional demeanor" and an "unsettling undercurrent of bickering and backstabbing" that is utterly unbefitting a professional artistic community.
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The City’s role, through the San Antonio Film Commission (SAFC), should be to act as the ultimate concierge—facilitating, supporting, and building community. Instead, we hear deeply disheartening accounts of industry citizens being met with a dismissive attitude, effectively told their expertise is neither wanted nor needed. We implore the City to address the following infrastructure gaps that are critical for winning and retaining business:

1. Stop Alienating Local Talent: The SAFC must genuinely engage with its constituents rather than operating as a remote "gatekeeper."
2. Ensure Basic Responsiveness: Unresponsive communication is a fatal flaw in the industry. Implement a mandatory 24-hour turnaround time for all filmmaker inquiries, regardless of the nature of the project.
3. End Tribalism and Inequity: The SAFC must demonstrate equitable support for all projects, rather than favoring a select few deemed "special partners," fostering unity instead of "fragmented fiefdoms."
4. Fix the Misleading Narrative: The San Antonio ranking in MovieMaker Magazine is rendered misleading by the current lack of genuine, supportive infrastructure. The city must first fix the reality on the ground before claiming the glory of the headline.
5. Build a Professional Ecosystem: Address the pervasive issues of unprofessionalism and immaturity that cripple collaboration and innovation in the local scene.

San Antonio has the talent, the history, and the scenic variety to become a cinematic giant. But it will never happen by simply writing a larger incentive check. We must first earn the business by creating an environment where productions feel supported, welcomed, and effectively served. Until the City and the SAFC prioritize accountability, collaboration, and the elimination of internal friction, that $250,000 incentive fund will remain an underutilized testament to misdirected enthusiasm. It is time to work smarter, not just spend more.