The Motion Picture Association (MPA) is widely recognized for its film rating system, but its influence extends far beyond that. As the leading advocate for the film, television, and streaming industry worldwide, the MPA has recently set its sights on Texas a state that has long been a hub for independent filmmakers and production.
John Gibson, the MPA’s vice president of public affairs and industry relations, highlighted the organization’s growing interest in Texas during last year’s SXSW Film Festival. This interest was further solidified when the MPA’s CEO visited the governor’s mansion and engaged in meaningful discussions with the governor and first lady about the state’s thriving industry.
Strengthening partnerships in Austin
The first lady’s emphasis on the numerous Texas organizations beyond SXSW led Gibson to Austin, where he aimed to forge partnerships with the Austin Film Festival and the ATX TV Festival. These festivals are not just about showcasing celebrities but also serve as incubators for pipeline development programs.
Gibson emphasized the value of these festivals, stating, “If you want to be a writer, how do you pitch yourself? And both ATX and Austin have really great programming about learning the art of the pitch. Or you have the Young Filmmakers program that the Austin Film Festival sponsors for young people who want to get in this industry but they don’t have a roadmap.”
The evolution of Texas as Hollywood’s third coast
For decades, Texas has been known as Hollywood’s third coast attracting independent filmmakers like Richard Linklater and Robert Rodriguez. The state’s influence has grown with the rise of Taylor Sheridan whose productions employ a significant portion of the available crew in North Texas.
Texas has also invested in new studio spaces and technology, particularly in smaller central Texas cities like San Marcos and Bastrop. The state’s renewed filmmaking incentives have further boosted its appeal to the entertainment industry.
Expanding opportunities and addressing challenges
Gibson’s work aligns with his previous efforts at the MPA, where he led a diversity initiative. His goal is to support member studios and ensure that the industry workforce reflects the global audience it serves. “That’s what my goal is, just making sure that we’re supporting our member studios and providing an industry workforce that looks like the global audience that supports it,” Gibson said.
As the industry faces challenges, such as the impact of AI on careers, Gibson remains optimistic. He believes that the constant demand for content creates opportunities for everyone, including those discovered through social media platforms like YouTubeTikTok and Instagram.
“We just consume content as such a very quick and fast pace, that’s like, you gotta constantly feed the beast, if you will,” Gibson said. “So, your own phone gives you an opportunity to create your content. There are so many folks that are being discovered via social media platforms — YouTube and TikTok and Instagram and other platforms. So the traditional system, yes, why everybody might want to be a part of the traditional Hollywood system, the media landscape, there’s room for everyone.”
