In a notable shift, Wisconsin has joined the growing list of U.S. states offering film and TV tax incentives, establishing a 30 percent transferable tax credit for qualified production costs, including in-state labor, set construction, postproduction, and even lodging. Signed into law earlier this month by Governor Tony Evers as part of the state’s 2025 budget, the program sets aside $5 million annually through 2027, marking the Badger State’s first foray into the Hollywood subsidy race.

Long considered a flyover zone for production, Wisconsin was previously one of just 13 states without any entertainment incentives. That changes now. The new initiative includes the creation of a state film office, further signaling its intent to lure production crews, storytellers, and dollars. It was championed by Senator Julian Bradley, a Republican lawmaker and former professional wrestler—part of an increasingly bipartisan wave backing film-friendly policy as an economic development tool.

“Today, a new chapter begins for Wisconsin’s film and TV production industry,” said Eau Claire-based director Nathan Deming, whose feature February shot locally. “With production incentives and a state film office, Wisconsin will immediately become a destination of interest to production companies, crews, and storytellers.”

The program provides a 30% rebate on qualified in-state expenditures, capped at $1 million per project. Eligible productions must run at least 30 minutes in length with budgets of $100,000 or more (or $50,000 for shorter projects). Above-the-line costs—including writing and casting—may also qualify under the current language, though final guidelines are still being clarified. Talk and awards shows are excluded.

Though modest in scale compared to industry giants like Georgia and New York, which offer nine-figure incentive programs, insiders believe Wisconsin’s natural assets—lush landscapes, small-town charm, and historic architecture—could make it an ideal hub for Hallmark-style movies, winter-themed shoots, and mid-budget features.

Wisconsin has already served as the backdrop for films like Transformers: Dark of the Moon, Public Enemies, Mr. 3000, and the indie cult hit Hundreds of Beavers. With incentives now in play, advocates hope the state can reclaim—and expand—that production footprint.

“This 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,” said Katie Heil, founder of the advocacy group Action! Wisconsin. “Long after production wraps and final credits roll, Wisconsin will reap the economic benefits of this investment and exposure.”

With states like Texas recently expanding its own film incentive pool by $100 million, bringing its total commitment to $1.5 billion over the next decade, Wisconsin’s move may be small in size but significant in symbolism—proof that the arms race for production dollars is still going strong.

Whether it becomes the next big regional hub or simply a seasonal destination for cozy cable features, Wisconsin is officially ready for its close-up.