Ever since Peru was featured prominently in Paramount’s 2023 film Transformers: Rise of the Beast, interest in the South American country, particularly the ancient citadel of Machu Picchu, the colonial city of Cusco, and the Peruvian Amazon, has increased and served as a key backdrop for the latest film in the series. But Peru wants to show off its lesser-known and underrated sites.
“Machu Picchu is one of our signature tourist attractions, but it’s not the only one. We have many other great destinations, like Arequipa, of course, but also Kuelap and Ayacucho. What we’re looking for is diversification. “Promoting Peru as a filming location plays an important role in diversifying and showcasing the richness of our country beyond a single location,” says María del Sol Velasquez, director of Peruvian tourism organization PromPeru. The country’s de facto film commission.
Arequipa, Colca Valley. Provided by Prom Peru
© Trailer Film
“The filming of Transformers here had a great impact, as it led for the first time to the creation of a multidisciplinary working group aimed at analyzing and proposing national measures to encourage foreign investment in film production on the territory of Peru,” said Erica Chávez, head of the Ministry of Culture’s Audiovisual Directorate DAFO.
“This initiative was convened by the Ministry of Economy and Finance itself and for the first time put on the agenda a public dialogue to strengthen policies that promote the film industry. As a result of this executive working group, various strategies were proposed, including the creation of a film commission and tax incentives legislation,” she added.
The most direct result of filming “Transformers” in Peru was the introduction of the ATA, a new visa aimed at making it easier for talent and crew to enter the country.
“Transformers: Rise of the Beast”
Provided by Paramount Pictures
The new film law includes tax incentives similar to the Colombian Transferable Tax Credit (CINA), which international producers have successfully used. The Peruvian Audiovisual Production Investment Certificate, known by the acronym CIPA, covers a wide range of investments in production assets and services related to the production of audiovisual projects in Peru.
The new law will come into effect once the enforcement regulations are in place this year. Minor adjustments may be made and changes may be made to the final draft.
CIPA, issued by the Ministry of Economy and Finance, can be used by producers to reduce corporate tax or value added tax by up to 50%. If you don’t need the full credit, you also have the option to transfer or sell your CIPA.
Mr. Velasquez said: “We have formed a working group in cooperation with the Ministry of Culture and the private sector to determine precisely which economic incentives are most suited to the realities of our country.” Their ultimate aim is to streamline the administrative and logistical processes of location filming.
“What we are looking for is to attract international productions, such as films, television, series, advertisements and music videos, with the specific goal of increasing the flow of tourists from abroad, helping to showcase the country where culture, tradition and modernity interact,” points out Velazquez.
“Recently, more and more European productions are being filmed in Peru,” says local producer Bruno Canale of Apu Prods., reflecting on Hollywood’s current downturn. He provided production services in Peru for “Transformers: Rise of the Beast” and Paramount’s “Dora and the Lost City of Gold,” while his recent work includes Germany’s Comprizen Films’ production of “Die Jahre mit der,” co-starring actress Jela Haas (Netflix’s “Cleo”), and luxury travel adventure company Belmond’s Andean Explorer luxury train campaign.
Local film production, an indicator of a country’s readiness to provide infrastructure in terms of equipment, staff and human resources, is thriving, facilitated by (albeit limited) state funding covering projects from development and production to distribution, marketing and restoration. Last year, 79 movies were produced, down from a peak of 96 the year before, but still within the average for the past five years.
“Peruvian cinema is not yet an industry, mainly because the film laws necessary for its integration and development are not well developed compared to other countries in the region. However, it has grown significantly, especially thanks to private efforts,” said Miguel Validares of Tondero Films. Tondero Films has produced seven of Peru’s top 10 box office hits, including the As Mare series.
“Last year, more than 50 Peruvian films were released, including feature films and documentaries. Unfortunately, not all of them can be distributed in the best possible way, and the space that can compete with international blockbusters is becoming less and less. I remember that last year, seven Peruvian films were simultaneously shown in cinemas in one week, a record that has never been seen before for Peruvian films,” he points out.
Among the top films of 2025, “Mistura,” a cooking drama about Barbara Mori Lima that ranks third behind historical action thriller “Chavin de Huantar: Deliverance of the Century” and road movie comedy “Single, Married, Widow, Divorced 2,” is in talks for U.S. distribution. These three accounted for 77% of last year’s box office revenue.
Ricardo de Montreuil’s Lima-set cooking drama “Mistura” has signed a distribution deal in the United States. Provided by Seine Pictures.
In response to the current downturn in moviegoing, Tondero has recently returned to his roots in musical theater and stand-up comedy. “Attendance to live shows is currently stronger than attendance to movie theaters, so this year, unlike previous years, we will be diversifying in both markets,” Validares said. Some of the live shows in development include local adaptations of the musicals “Mrs. Doubtfire: The Musical” and “Hedwig and the Angry Inch.” Tondero is also planning an unprecedented live immersive experience in conjunction with his upcoming film, the vigilante thriller “La gran Sangre,” which begins filming in April.
Validares doubts whether current film laws, as they stand, are sufficient to sustain local film production. “Film law always helps to improve things. Unfortunately, this new law only seeks to improve certain aspects and ignores the entire world of Peruvian cinema, especially regional cinema.”
