CHARLESTON, W.Va. — The West Virginia Film Office quietly turned three years old in 2025, but the celebration is far from low-key.
Since its relaunch in 2022, the office has emerged as a powerhouse of opportunity in West Virginia filmmaking, helping turn the Mountain State into one of the most attractive filming destinations in the United States.
David Lavender, director of the office, says the state has made remarkable progress in just three short years. From Emmy-winning documentaries to Super Bowl commercials, it's making a name for itself among producers, directors, and streamers alike.
"We have had a little bit of everything," Lavender said. "From Brad Paisley shooting music videos at home to a Disney/20th Century pilot and Emmy-winning documentaries—this is prime time for West Virginia to get back in the game."
A competitive edge in U.S. film production
The momentum behind West Virginia film-making gained serious traction in 2022, when the state implemented a new tax incentive program—27% with an additional 4% local lift, making for a potential 31% tax credit.
This places West Virginia among the Top 10 film-friendly states in the nation, putting it in the same league as well-established production hubs like Georgia.
Unlike many other states, West Virginia’s incentive program features no per-project cap and includes "above-the-line" talent—key actors, directors, and producers—making it particularly appealing to major studios.
"It’s a cut above most of the credits out there," Lavender said.
The incentive has sparked a ripple effect across the state’s creative economy. The office now operates within the West Virginia Department of Economic Development, aiming to create a sustainable ecosystem for the film and TV industry.
Building infrastructure and training the next generation
That ecosystem is beginning to take shape. Partnerships are being established with academic institutions, such as Marshall University, which now offers a bachelor's degree in filmmaking.
Meanwhile, the film office has supported more than two dozen workforce training initiatives across the state, as well as filmmaker and creative meet-ups with the West Virginia Filmmakers Guild.
Grassroots creativity is also being fueled, Lavender said. Eight new festivals have launched since 2022, providing emerging filmmakers with a platform to showcase their work and establish industry connections.
"We’re trying to build an industry that’s both sustainable and homegrown," said Lavender. "That means everything from sponsoring and amplifying youth film fests, screenings, and training crews to long-term investments like incentivizing studio build-outs."
More than 150 productions and counting
In just three years, the film office has supported more than 150 productions. While not every project reaches the finish line, many have already made a significant impact.
Most notably, a Disney/20th Century pilot recently wrapped filming in Moundsville and Wheeling, marking one of the largest-scale productions ever shot in the state.
This summer and fall, more than a dozen feature films are scheduled to shoot across various locations in West Virginia.
From Brad Paisley’s music videos to national network television productions, the diversity of projects is helping create a full-spectrum industry.
West Virginia has served as the backdrop for productions featured on:
- Netflix
- Peacock
- ABC
- NBC
- HGTV
- Discovery
- Lifetime
Two Super Bowl commercials were even shot in the state.
In 2024, Kawasaki launched the Ridge UTV globally, accompanied by a long-form video shoot that was condensed into a shorter commercial for the big game.
Another from 2025 featured The Custard Stand in Richwood, while the state got a bonus commercial when Rocket Mortgage ended its commercial with a full stadium singing "Country Roads"—a true Mountain State moment.
Film industry awards and national attention
Two documentaries partially filmed in the state—"King Coal" and "The Octopus Murders"—garnered four Emmy nominations in 2025. The latter took home the Emmy for Outstanding Investigative Documentary.
Other high-profile shoots include:
- “The Last of Us” (HBO), featuring Pedro Pascal, shot in West Virginia
- “Expedition X” (Discovery) with Josh Gates, filmed two W.Va.-based episodes
- Kevin O’Leary (Shark Tank) filming at the Prime 6 manufacturing site in Fairmont, where a $35 million investment is creating up to 100 new jobs
“The film and television industry is building out in real, tangible ways that are creating jobs,” Lavender said.
A Home for National-Quality Productions
Homegrown companies are playing a big role. Bob and Jeff Tinnell’s Allegheny Image Factory, based in north-central West Virginia, produces four or five annually for outlets like AMC and Lifetime.
Not only do they bring in stars like LaLa Anthony, Steve Guttenberg, and Melissa Joan Hart, but they also regularly employ more than 30 West Virginians on every shoot. And are pumping hundreds of thousands of dollars into the West Virginia economy with every shoot.
With experienced crews and national-quality standards, these companies are proving that West Virginia filmmaking isn’t just a passing trend—it’s a legitimate industry on the rise.
Strategic location and regional energy
West Virginia’s location is another major advantage.
“We’re within a half-day’s drive of half the U.S. population,” Lavender emphasized.
With proximity to Washington, Baltimore, Pittsburgh, and the states of Ohio and Kentucky, production crews have easy access to gear, talent, and services. West Virginia is central to a growing regional film corridor, bolstered by competitive tax credits in nearby Ohio, Kentucky, and Pennsylvania.
Collaborative partnerships with organizations like the Pittsburgh Film Office are further boosting the industry’s regional strength. Workforce development grants are being pursued to build out more "below-the-line" talent—skilled workers in areas such as lighting, sound, and set design.
Community involvement and economic opportunities
Want to get involved in West Virginia filmmaking? According to Lavender, there are many ways.
The state now boasts more than a dozen film-specific festivals, as well as a dozen more comic conventions that also highlight film, TV, and creative content, like the famous Mothman Festival in Point Pleasant, as well as Tsubasacon, WillCon, HerdCon, Lurch Fest, and many others.
Some of the film-specific festivals include:
- American Conservation Film Fest
- Appalachian Film Festival
- Appalachian Queer Film Festival
- Friends-of-Cacapon-River Film Festival
- FoxFire Film Festival
- DeadHead Horror Film Fest
- Martinsburg Film Festival
- Mtn Craft Film Festival
- Wheeling Film Noir Fest
These events are vital for fostering community, Lavender says, and the office encourages sponsorship, volunteerism, and attendance.
West Virginians and businesses doing business in the Mountain State can also list their business, property, or services in the film office’s database. Productions require everything from antique cars to catering, as well as period-appropriate homes.
Additionally, businesses with W.Va. tax liabilities can purchase transferable tax credits at a discount, helping support productions while saving on their own taxes.
"It really does take a village to make a film," Lavender said. "And our village is ready."
A spirit of hospitality engages a modern industry
The West Virginia Film Office is not just building an industry—it’s building a culture, Lavender says. As Wrapbook recently described, West Virginia is where traditional hospitality meets modern film infrastructure.
"Country Roads may be our stadium anthem," Lavender said, "but Bill Withers’ Lean on Me, which he wrote about growing up in a coal camp in Slab Fork, West Virginia, is our mantra."
It’s a fitting symbol for a state reclaiming its narrative through the powerful lens of film.
Looking ahead at West Virginia filmmaking
With national productions already in the pipeline, a growing network of trained professionals, and a robust tax incentive that rivals any in the country, West Virginia filmmaking is no longer an underdog—it’s a rising star.
As Lavender put it: “This is prime time. We have the tools, the talent, the support—and we’re just getting started.”
For more information on how to get involved in West Virginia filmmaking, visit the office’s website.
Sign up to receive a FREE copy of West Virginia Explorer Magazine in your email twice weekly. Sign me up!
