A provision in the recently approved state budget that establishes a Wisconsin film office and launches a multi-million-dollar tax incentive program is being heralded as a catalyst for attracting movie and television production to America’s Dairyland.
The biennial budget bill signed by Gov. Tony Evers in Madison on July 3 establishes a state film office within the Wisconsin Department of Tourism. It provides funding for a position in the new office and offers up to $5 million in film production and investment tax credits during each fiscal year. The credits are viewed as crucial for production companies when deciding where to film.
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“We are excited that the State Legislature and governor recognize this enormous economic development opportunity that will attract additional private investment in the film and production sector,” said Katie Heil, founding member of Action! Wisconsin, a statewide coalition of filmmakers, producers, businesses and film and television project supporters that has advocated extensively for state investment and infrastructure for the sector.
Sen. Julian Bradley (R-New Berlin) and Rep. David Armstrong (R-Rice Lake) authored the proposal, with 40 other state legislators co-sponsoring bills.
Heil applauded the bipartisan effort.
Wisconsin launched a film tax incentive program in 2008 that was discontinued in 2013. The state had been one of only 11 states not to offer film tax incentives, which proponents claim has caused Wisconsin to lose business to neighboring states that offer such incentives.
Illinois brought in $653 million in film production revenue in 2024, along with estimated wages of $351 million and 18,200 estimated hires in the industry, excluding extras, according to the Illinois Department of Commerce and Economic Opportunity and the office of Gov. JB Pritzker.
Minnesota provides up to $25 million in credits annually.
“With production incentives and a state film office, Wisconsin will immediately become a destination of interest to production companies, crews and storytellers attracted to Wisconsin’s diverse beauty, variety of settings and industry talent,” said Eau Claire-based Nathan Deming, award-winning writer and director and founder of Nobody Pictures.
Spending and documentation requirements will guarantee a certain portion of a project’s production budget will be invested in the state and will benefit local businesses across a variety of sectors, including hospitality, transportation, construction, catering and retail.
The advocacy for this investment and infrastructure was broad-based with numerous professionals, companies, organizations and local governments passing resolutions, providing written and in-person testimony and registering online support. The Milwaukee Common Council had pushed for the creation of a state film office and the reinstatement of tax credits.
Alderwoman Milele Coggs noted that Milwaukee and Wisconsin have been losing out on job creation and significant economic opportunities by not offering film and TV production tax credits.
“It was past time to bring those tax credits back, and I thank the governor and the Legislature for their support and for this tremendous progress to get the tax credits in place,” Coggs said.
The budget provides “a great start to growing Wisconsin’s film and TV industry, strengthening our overall economy and showcasing our state on screens large and small across the country and the world,” Heil said.
“Long after production wraps and final credits roll, Wisconsin will reap the economic benefits of this investment and exposure,” she said.
