Downtown El Paso transformed into a bustling movie set over the last few weeks, with Warner Brothers trucks everywhere. Curious visitors began wondering what was happening, snapping pictures of the trucks, and tagging FitFam to figure out which movie stars were in our city and if they could be extras.

We all caught the Hollywood bug, eager to witness a piece of the action. As a big Leonardo DiCaprio fan, I even hoped for a quick glimpse of my favorite actor. But beyond that, I wanted to know why Downtown El Paso was chosen. What made our city stand out to Director Paul Thomas Anderson? I wanted answers about why Downtown El Paso was selected, how this production helped our stakeholders, and if another film would come to El Paso. Just as my hope was dwindling, my phone rang, and I had the privilege of touring Downtown El Paso like never before, meeting someone crucial to transforming our city into a movie set.

Jacob Cena

Location Manager/ Picture Car Coordinator

Jacob Cena, born and raised in El Paso. He loves his city and has brought other projects like “Glory Road” and “Sicario” to El Paso. Jacob, a Location Manager/Picture Car Coordinator, worked closely with the BC Project for over a year, scouting locations, making connections, and ensuring an unforgettable experience for Warner Brothers and everyone involved locally.

As we drove through Downtown, I was floored by how many areas were used. Jacob scouted 130 properties in Downtown alone! He showed me where they stored equipment, parked, gathered to watch daily footage, filmed, and had meals. It was amazing. I asked why Mr. Anderson picked our Downtown, and Jacob explained that Anderson once flew into El Paso on his way to film in Marfa. He explored the area, liked it, and it stayed in the back of his mind.

Jacob said Downtown El Paso was selected for its authentic beauty, safety (being one of the safest cities in the country), and most importantly, the people. The community won the hearts of the production and the director. Every store owner, tenant, and the general public welcomed the production with open arms. Paul Thomas Anderson fell in love with the people, the Chihuahuas, the ballpark, and Downtown. The fact that it was a dog-loving community was a bonus, as many crew members had their dogs, and store owners allowed them inside.

After spending the afternoon with Jacob, I contacted business and property owners who participated in the movie in some way.

Interview with Dr. Gil Holland

Dr. Gil Holland, who provided medical consulting for the film, shared, “It was great for the community. It brought attention to Downtown, which it really needs. Jacob made everyone feel at home. Warner Brothers rented some of our buildings, and everyone felt respected and valued. It was tremendous, and more productions like this need to happen in El Paso.”

He continued, “The Hollands department store, which was my father’s store, started back in the 50s. It had been empty since 2022 when he passed away. Using his building was a valuable part of something long-lasting—this movie honors my dad’s memory and legacy. It meant a lot to my family. The building was used for catering, extra holdings, medics, and the crew. Seeing it filled with vibrancy again was really good. It boosted business for our tenants. The summers are usually slow, but at that moment, more people visited restaurants and shopped. Meeting Jacob Cena was a highlight. He is a tremendous asset for El Paso—a hidden treasure. I would sign up immediately for another project with Jacob.”

Interview with Eduardo Barela

Eduardo Barela, owner of The Happy Store, shared his experience. “Working with Warner Brothers was nice. It was very busy but enjoyable. None of my clients knew what was happening, and we couldn’t say anything. But bringing the movie to El Paso helped, and I believe more will come. The production even purchased items from my store. I would sign up for another movie production.”

Interview with Efren Manuel Alvidrez Ornelas

Efren Manuel Alvidrez Ornelas, owner of Bolsa Coqueta, recalled meeting Jacob a year and four months ago. “Many didn’t believe Jacob, wondering why Hollywood would come to El Paso, but I believed him, and it became a reality thanks to Jacob. We were honored to meet Paul Thomas Anderson, Adam Somner, and Florencia Martin. Jacob chose our building as the main set in Downtown El Paso. There were street closures, but it was worth it. Working with Jacob was a privilege. He always put the people of El Paso first. I never thought I’d see actors like Leonardo DiCaprio, Benicio Del Toro, and Sean Penn here. Thanks to the tests on the buildings, they are in better shape. We are ready for another production.”

Interview with Carlos Cobos

Carlos Cobos, owner of La Tienda Nueva, shared his experience. “Jacob was the first to meet with me, looking for locations. I liked the proposal Jacob had, and many didn’t believe him, but I did. I had a wonderful experience; they were very professional and respectful. When people found out about the production, they would come by to look. I believe this is a great start for El Paso and Downtown and hope it will boost tourism. It was a great experience.”

Interview with Luis Baylon

Luis Baylon, owner of Gorditas Lerdo, had a memorable experience. “Florencia Martin came to eat, liked it, and asked if they could shoot some scenes in the restaurant. My experience was great—very organized. They allowed me to keep my business open while filming. The actors and crew continued to come to eat, which boosted business.” He will always cherish being part of the production and seeing everything it takes and how many people it brings down. “Jacob is amazing—super organized. He was always working hard and making sure everything ran smoothly.” Mr. Baylon would love to see more of this in Downtown El Paso.”

Interview with William Helm partner at In Situ

We’ve worked with Jacob and the Warner Brothers team for over a year. Jacob first knocked on our door in March 2023, location scouting for the film. He brought the director, Paul Thomas Anderson, a week or two later, to look at our buildings. I spent the afternoon showing them other buildings around Downtown we had access to, highlighting rooftops and other key spots. Their dedication was evident as they continued with technical scouts and test shootings. Originally planned for February, the filming got pushed back, but we remained involved every step of the way, assisting with location scouts and preparations.

One significant location they chose was the building at 300 S. El Paso, above Bolsa Coqueta. We got deeply involved in set design and pre-planning, helping clear the path for construction and obtaining demo permits. They also filmed a scene on our rooftop and rented the office next to ours for their production headquarters.

The impact on downtown El Paso was enormous. Their footprint was most significant in Downtown. They filled thousands of hotel rooms over several months, with up to 200 production staff preparing for shots at any given time. The economic impact was substantial, with primary location rental fees, consulting fees, and various contracts with local companies. They did extensive sign work, relighting old signs, cleaning, and prepping buildings and storefronts. Every storefront in a scene was decorated, and even closed ones were set up to look active.

They rented buildings for craft services, feeding about 500 people daily between crew and extras. The food was sourced locally, contributing to the economic boost. The crew had a daily per diem to spend in town, further supporting local businesses. As ambassadors for El Paso, we should aim to encourage more productions to come to El Paso. We just proved with Paul Thomas Anderson’s film that we have a location that can attract films here.

Interview with Peter Stone & Albert Telles from the Wigwam Museum

Peter Stone, with 28 years in the film industry, praised Jacob for his incredible connections and impact. Last November, they discreetly assisted in finding downtown locations, including scouting tunnels. Stone highlighted the Warner Brothers team’s significant economic impact and professionalism. Seven members of the Wigwam crew were selected as extras. Bianca, one of them, worked three weeks of 12-hour shifts, earning the most money she ever had.

Stone emphasized that the production also changed lives, marking a positive new beginning for the filming industry in El Paso. The crew ensured properties were returned in better condition, fixing lights, windows, doors, and cleaning. Stone, who previously worked with Anderson on There Will Be Blood” in Marfa, TX, found it a pleasure to reconnect and witness the impact of the production on downtown El Paso. Thanks to their work scouting tunnels, the Wigwam Museum, a local non-profit, will continue its mission to educate the community about El Paso history and the paranormal.

Albert Telles, who has worked in television and film for eight years, shared his experiences searching for tunnels and being part of scenes on Stanton Street. He witnessed over 250 extras at the old Border Tobacco building. Telles highlighted the positive economic impact of the crew fixing lights, windows, and doors across the street.

Mr. Telles shared a conversation with a truck driver from Warner Brothers on set who loved El Paso, praising our friendly downtown community and beautiful stadium. He planned to bring his wife back for a vacation.

Stone expressed immense pride in the production, noting its adherence to high standards with a $5 million insurance policy and professional agreements. He emphasized El Paso’s historical significance and expressed his eagerness for future productions, especially if Jacob Cena is involved. Stone cherished his memories of witnessing Jacob growing up in the industry, praised Jacob, and stated, “The torch and the fire still carry on.”

The Warner Brothers production has undeniably left a lasting impression on our community, highlighting Downtown El Paso’s potential as a prime filming location. The economic boost, increased tourism, and renewed vibrancy in our city center were significant benefits. Jacob Cena’s dedication and expertise were instrumental in making this project a reality, and his passion for El Paso shone through in every detail.

As we look forward to seeing our city on the big screen, we hope this experience marks the beginning of a new chapter for El Paso in the film industry. The collaboration between local businesses, the community, and Hollywood has showcased the best of what El Paso has to offer. Make sure to mark your calendars for August 2025 and support one of the biggest productions to hit the Sun City. We eagerly anticipate more productions gracing our streets in the future.

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