Peru has seen a surge in interest following the extensive feature of the country in Paramount’s 2023 film “Transformers: Rise of the Beasts”. While iconic sites like Machu Picchu, Cusco, and the Peruvian Amazon have garnered attention, Peru is eager to showcase its lesser-known but equally captivating destinations.
Maria del Sol Velasquez, director of Peru’s tourism body, PromPeru, emphasizes the importance of diversification in promoting Peru as a filming destination. She highlights destinations like Arequipa, Kuélap, and Ayacucho as hidden gems waiting to be discovered by a global audience.
The filming of “Transformers” in Peru sparked the creation of a multisectoral working group aimed at encouraging foreign investment in film production within the country. Erika Chavez, head of the culture ministry’s audiovisual directorate, DAFO, reveals that this initiative led to the proposal of state-led measures such as the creation of a Film Commission and a tax incentive law.
One immediate outcome of the film shoot was the introduction of ATA, a new visa designed to facilitate the entry of talent and crew into Peru. Additionally, Peru’s new film law includes a tax incentive similar to Colombia’s transferable tax credit, CINA, known as CIPA. This Certificate of Investment in Audiovisual Production offers producers the opportunity to reduce corporate income tax or Value Added Tax by up to 50%.
Velasquez affirms that Peru is working closely with the Ministry of Culture and the private sector to determine the most effective economic incentives for international productions. The goal is to attract a diverse range of projects, from cinema to television, advertising, and music videos, to showcase the country’s cultural richness and modernity.
Local producer Bruno Canale notes a rise in European productions choosing Peru as a filming location. While Hollywood may be experiencing a slump, Peru’s appeal remains strong. The country’s film production sector continues to thrive, supported by state funds and private efforts.
Tondero Films, a prominent production company in Peru, has been behind several successful local box office hits. Miguel Valladares of Tondero Films acknowledges the growth of Peruvian cinema but highlights the need for more comprehensive film laws to support the industry’s development.
As Peru looks towards the future of its film industry, collaborations with international markets and a focus on live shows alongside traditional cinema are on the horizon. Tondero is diversifying its offerings with musical theater adaptations and immersive experiences tied to upcoming films.
While the new film law in Peru is a step in the right direction, Valladares believes there is still room for improvement to fully support and sustain local film production. With a rich cultural heritage and stunning landscapes, Peru is poised to become a prominent player in the global film industry, showcasing the diverse and vibrant tapestry of the country.
