Officials in Dallas hope to persuade the makers of a movie version of the TV series Dallas to film in the US city.
Linda Gray played Sue Ellen Ewing in TV series Dallas
The Dallas Film Commission has launched a campaign called Shoot JR in Dallas to entice 20th Century Fox by asking the private sector to offer incentives.
Co-producer Michael Costigan wants to film in Dallas but says he has to make "the numbers work with our studio".
In 1980, 83m US TV viewers tuned in to find out who shot Texan oil baron JR Ewing, played by Larry Hagman.
Campaign organisers say the film could generate $30m (£17.3m) for the local economy, along with jobs and publicity.
They are urging residents to join a letter-writing campaign and are circulating promotional shirts and hats.
Film commissioners in Canada and the US states of Louisiana and Florida have been bidding to have their cities used as locations for the movie.
But Dallas mayor Laura Miller hopes to entice the makers further south.
Veronica Torres is among the Dallas city campaigners
"The thought of Dallas being made in Toronto is not a good idea," she said.
Co-producer Mr Costigan said he would like "to make the whole film in Dallas".
"It's now going to come down to really making the numbers work with our studio," he said.
The TV series Dallas was met with a lukewarm reception when it first aired in 1978 in the UK and US but soon became a ratings hit.
It centred on two feuding Texan oil families and became famous for its cliff-hanger endings.
Other memorable storylines include the 1986 return of Bobby Ewing (Patrick Duffy) in a shower scene, a year after he had apparently been killed in a car crash.
The makers gave the explanation that one of the characters had dreamed the entire preceding season.
The series ended in 1991 when it was cancelled by CBS.