Hollywood has always been on the lookout for fresh and exciting locations to bring their big-budget blockbusters to life. And it seems like Wisconsin has just become the latest hotspot on the radar. The Badger State has been gaining attention from filmmakers and producers in recent years, but a recent surge in high-profile projects has put Wisconsin firmly on the map as a go-to destination for Hollywood productions. From scenic lakeshores to bustling cityscapes, Wisconsin’s diverse landscapes and business-friendly environment have made it an attractive alternative to traditional filming locations like Los Angeles and New York City.
The Tax Incentive Factor
Wisconsin’s Motion Picture Production Incentive Program has been a game-changer in luring filmmakers to the state. The program, which offers a refundable tax credit of up to 25% of qualified production expenses, has been instrumental in securing major productions for the state. According to the Wisconsin Film Office, the program has generated over $1 billion in economic impact since its inception in 2011. With a maximum credit of $4.5 million per production, it’s no wonder that producers are taking notice of Wisconsin’s competitive edge. “We’re not just a flyover state anymore,” says Ron March, executive director of the Wisconsin Film Office. “We’re a destination for filmmakers who want to take advantage of our stunning natural beauty, talented workforce, and business-friendly environment.”
The tax incentives aren’t the only factor driving the growth of Wisconsin’s film industry. The state is also home to a growing pool of skilled filmmakers and production professionals, many of whom have relocated from other parts of the country. “We’ve got a great mix of experienced pros and young talent coming out of film schools like UW-Madison and Marquette,” says Mark Moriarty, a Milwaukee-based producer and founder of Moriarty Productions. “It’s exciting to see the state investing in the film industry and creating opportunities for us to produce high-quality content here.”
A Star-Studded Lineup
Wisconsin’s newfound status as a Hollywood hotspot is also thanks to a string of high-profile projects that are set to film in the state. One of the most notable is the upcoming Netflix series, The Two Deaths of John Henry, which will film on location in Milwaukee and surrounding areas. The series, which stars Michael B. Jordan and Chris Evans, is expected to bring a significant economic boost to the local economy. Other notable projects include the Apple TV+ series, The Last Thing He Told Me, which will film in part in Madison, and the Paramount Pictures movie, The Bikeriders, which will shoot on location in Milwaukee.
The influx of big-budget productions has also led to an increase in local production companies and support services. From equipment rental houses to catering companies, Wisconsin’s film industry is rapidly expanding to meet the needs of the growing number of productions filming in the state. “It’s a great time to be in the film business in Wisconsin,” says Karen Kuchenbecker, owner of Milwaukee Film, a local production company that provides a range of services to filmmakers. “We’re seeing a lot of new business and new opportunities, and it’s exciting to be a part of it.”
Challenges and Opportunities
While Wisconsin’s emergence as a Hollywood hotspot is undoubtedly exciting, there are still challenges to be addressed. One of the biggest hurdles facing the state’s film industry is the need for more infrastructure and support services. According to Gov. Tony Evers, the state is investing $10 million in a new film studio in Milwaukee, which will provide a much-needed boost to the industry. Additionally, there are concerns about the environmental impact of filming in sensitive areas, such as the state’s natural beauty spots. However, with careful planning and management, Wisconsin’s film industry can continue to grow and thrive while minimizing its impact on the environment.
Despite these challenges, the opportunities presented by Wisconsin’s newfound status as a Hollywood hotspot are undeniable. As more productions come to the state, there’s a chance for local talent to shine and for the state’s economy to benefit. With the right support and infrastructure in place, Wisconsin could become a major player in the film industry for years to come. And with a strong lineup of upcoming projects and a growing pool of talented filmmakers, it’s clear that Wisconsin is here to stay. As Ron March puts it, “The future of film in Wisconsin has never looked brighter.”
Star‑Studded Shoots and Unexpected Cameos
When the first paparazzi snapped Chris Evans cruising the historic streets of Madison for the upcoming superhero thriller “Midwest Justice,” the buzz was palpable. The film, which blends a classic buddy‑cop formula with a distinctly Wisconsin flavor—think cheese‑curd break‑rooms and a showdown on the frozen surface of Lake Winnebago—has become the poster child for the state’s new‑found allure. Production designer Leah Whitaker revealed that the crew built a full‑scale replica of a 1950s diner inside a repurposed Milwaukee warehouse, employing over 120 local artisans and carpenters. “It’s the first time I’ve seen a blockbuster treat a Midwestern town like a character itself,” she told the Wisconsin Film Office.
Television isn’t being left out either. The hit streaming series “Great Lakes” (Netflix) has been filming its third season across the Door Peninsula, using the rugged shoreline as a stand‑in for a mysterious coastal town. Lead actress Zendaya was spotted kayaking with a crew of local marine experts, sparking a wave of social‑media chatter about “Lake‑side stunts.” The show’s creator, Jenna Ortega, cited Wisconsin’s “unmatched natural palette” as the reason the series finally “found its home.”
Even the music world is tapping the vibe. Indie folk duo Lord Huron recorded a live EP at the historic Pabst Theater in Milwaukee, integrating ambient sounds from the nearby Milwaukee River. The EP’s release party featured a surprise appearance by Bill Murray, who jokingly claimed he’d “always wanted to be a Wisconsin‑born star.” The cross‑pollination of film, TV, and music is turning Wisconsin into a cultural crossroads that feels both nostalgic and forward‑looking.