Wisconsin has established a new film office to promote movie and TV productions in the state. The office, led by Emmy-winning producer Veronica Pope, offers tax credits capped at $5 million annually. Lawmakers from both parties support the initiative to boost local economies and tourism.
Wisconsin's Film Wisconsin office began operations following its creation in state law during 2025, making the state no longer one of the four without a dedicated film promotion entity. Previously, a similar tax credit program ran from 2008 to 2011 but ended due to perceived legal shortcomings.
The bipartisan effort gained traction in 2025 and was incorporated into the state budget last summer. Republican Sen. Julian Bradley, a bill author, testified that the office would market Wisconsin globally as a filming location, highlighting its offerings that may be unknown outside the state. Gov. Tony Evers, in his February 17 State of the State address, stated the office "will help bolster our travel and tourism economies and bring exciting, creative endeavors right to Wisconsin’s doorstep."
Veronica Pope, based in Mequon and experienced with networks like HGTV and The History Channel, leads the office. She aims to connect filmmakers with local resources and showcase features such as Frank Lloyd Wright architecture, Milwaukee's skyline, and Lake Michigan. Pope described her role as "playing matchmaker" and expressed enthusiasm for blending creative and logistical elements.
Tax credits, now available for applications, total up to $5 million yearly, with no single project exceeding $1 million. Eligible productions include feature films, short films, TV series, documentaries, and broadcast advertising, excluding news, talk shows, or sports events. Projects of 30 minutes or longer require at least $100,000 in spending to qualify, while shorter ones need $50,000. Local expenses, verified by a Wisconsin CPA, cover wages, lodging, set construction, location fees, and equipment rentals.
Pope noted that productions involve extensive logistics, including transportation and equipment rentals that can span months. The office reviews applications monthly, with expenses from January 1, 2026, potentially eligible. Craig Trost from the Department of Tourism emphasized tracking economic impacts to demonstrate demand and support future expansion.
Pope described the role as initially daunting but buoyed by the local film community's support, aiming for a collaborative and transparent office.
