We show that feedback, which introduces a dependence of the electric field on the liquid-crystal director, renders the Fréedericksz transition first order. Experimentally, the feedback is introduced as a light loop in a liquid-crystal light valve. Theoretically, we include the feedback term into the Frank free energy and we derive an amplitude equation that is valid close to the transition. The theoretical description is in qualitative agreement with the experimental observations. Depending on the values of the feedback parameters, both theory and experiment exhibit bistability, propagation of fronts, and a Maxwell point.