by Tom Herron

Elmer Rubio got into the window film industry after having his own windows treated.

The installer offered him several options, but didn’t show him physical samples. The final result was different than what he expected.

“At night, the windows looked shiny,” Rubio says. “I researched it and learned that the film’s interior reflectivity was causing the effect.”

Rubio later founded the family-owned OOVO Window Films in Grand Prairie, Texas.

“That experience made me realize customers need to see and understand their options before choosing a film,” he says. “I thought we could offer a more thoughtful experience, with samples, clear explanations and recommendations tailored to each home.”

Elmer Rubio, founder of OOVO Window Films (left) and his brother, Kavyn, the company’s lead installer

More Than One Kind of Film

OOVO now carries more than 100 film variations, with others available by special order. Most of its customers are residential homeowners, and many have little experience with architectural window film.

“Many people assume we install car tint, or they haven’t heard of architectural window film at all,” he says.

Others come in with misconceptions. Some assume there is only one kind of film, that ceramic is automatically the best choice, that darker is always better, or that any film can be installed on any glass.

“In reality, films have different purposes, and the glass and application need to be considered before making a recommendation,” Rubio says.

“We start by asking what the customer wants to solve: heat, glare, privacy, fading, safety or appearance, and how they want the room to look and feel afterward,” he says. “Then we talk through the options, show samples and explain what each film can and can’t do.”

OOVO recently launched a new website where customers can compare products. Rubio and his brother, Kavyn Rubio, created custom images for a film viewer that shows how different products may look from inside and outside. The site also includes a product catalog and chatbot to help customers explore options before requesting an estimate.

An Early Commercial Project

During OOVO’s first year in business, Calabrese, an Italian restaurant in Southlake, Texas, hired the company to install film in its Skyroom. The second-story room has large windows, and heat had become a problem for customers.

OOVO Window Film installed solar control window film at the Calabrese restaurant’s The Skyroom to help reduce solar heat and maintain a clean aesthetic. Images courtesy of ©2026 Avery Dennison Corporation. All rights reserved. Used with permission. Photography: Elmer Rubio, OOVO Window Films, Grand Prairie, Texas

“We were trusted to recommend the film for the Skyroom at Calabrese in Southlake,” Rubio says. “I remember thinking the building was really cool, especially the second-story Skyroom and its unusual layout.”

OOVO recommended Avery Dennison DR OptiTune 05i for heat and glare control. Rubio says Calabrese’s director of operations Shawn Horne was also concerned that the film would change color over time, so OOVO chose a dye-free option.

The project involved about 350 square feet of glass and had to fit around the restaurant’s schedule. The crew started at 8 a.m. and needed to finish before dinner guests arrived at 5 p.m.

They did.

OOVO installed Avery Dennison DR OptiTune 05i for heat and glare control at the Skyroom at Calabrese. Images courtesy of ©2026 Avery Dennison Corporation. All rights reserved. Used with permission. Photography: Elmer Rubio, OOVO Window Films, Grand Prairie, Texas

Rubio says employees noticed a difference while the installation was still underway. The restaurant later gave OOVO a five-star review.

Showing People What Film Can Do

Rubio enjoys the range of window film applications, including solar control, bird safety, safety and security, decorative applications and anti-graffiti protection, among others.

“It’s exciting that you can upgrade the performance of existing glass without replacing the windows,” Rubio says.

Rubio believes the industry will continue to grow, but many people still associate window film primarily with cars.

“A lot of homeowners and building owners don’t know architectural film is an option until someone explains it or they see it demonstrated,” Rubio says. “Better education and more visible examples will help people understand what film can do for their homes and buildings.”