Marcus Theaters announced this morning that it will offer guaranteed runs on some of its screens to feature films shot in the state.

"This innovative agreement demonstrates the very kind of creative thinking that makes Wisconsin the ideal place for the film industry and, for that matter, any other creative sector business," said Lt. Governor Barbara Lawton, who chairs the Wisconsin State Arts Board, in a statement. "It will allow us to display the beauty of our great state and the talent of our people on the big screen -- 600 big screens in six states, in fact -- and it will lift Wisconsin into view regionally and nationally as the new 'Third Coast.'"

The Milwaukee-based Marcus Theaters is the seventh largest theater circuit in the U.S., with more than 600 screens in six states. The company's president Bruce Olson wrote in a letter to Film Wisconsin -- a non-profit, public-private partnership advocacy group which aims to boost film and media in the state:

"Marcus Theatres will provide the foundation bookings that may lead to multiple playdates from other theater circuits in major markets across the Midwest and U.S. ... the number and play dates will be determined by the final quality and appeal of the production."

Although the company retains its right to decline screening any film, it noted that will make an effort to screen any film with a rating of G, PG, PG-13 or R.

The hope is that the arrangement will help encourage filmmakers and producers to shoot in Wisconsin.

"The value of our incentives combined with the pledge of theatrical runs by Marcus theatres significantly increases the desirability of shooting in Wisconsin, said Scott Robbe, executive director of Film Wisconsin in the statement.