The film commissions of Mexico are currently engaged in discussions on ensuring safety on set and exploring the implementation of artificial intelligence in strategic planning. The discussions took place during the second day of the 13th National Meeting of Film Commissions and Support Offices held in Pátzcuaro, Michoacán. This event is organized by Comefilm, under the coordination of Diana Álvarez Segoviano.

Fernando Gutiérrez Lara, head of the Michoacán Film Commission (Cofilmich), highlighted how best practices adopted during the production of the soap opera Amanecer by Juan Osorio for Televisa have served as a positive promotional effort to attract new productions, thereby challenging the stigma of insecurity in the state.

A production that occurred over six intermittent months, involving 200 personnel, was executed successfully without incidents. Gutiérrez discussed the importance of forming alliances with local authorities and stakeholders, indicating that initial efforts included gathering around a working table with all relevant officials. “With the support of the Secretary of Tourism, we coordinated with the Secretary of Culture, the governor’s office, and the Secretary of Government, alongside community members in Tzintzuntzan. This groundwork was essential,” he explained.

The National Guard, acting as the state police of Michoacán, supported the production from the crew’s entry into the state throughout the project, ensuring their safety. All crew members and talent were accommodated in hotels in Pátzcuaro and transported daily to Tzintzuntzan, located about half an hour away, accompanied by police escorts.

Emilio Vázquez, the Deputy Secretary of Tourism in Guerrero, noted that sharing comprehensive information has proven effective in changing perceptions. Following a detrimental decline in cruise ship visits to Acapulco, providing detailed accounts of safety incidents, their contexts, and proactive measures led to improved public sentiment. “We want to see how we can implement this in the area of filmmaking,” he indicated.

Luis García, representing Filmland Hunters, addressed the usage of ChatGPT to enhance workflow efficiency within film commissions, clarifying myths surrounding the tool and sharing techniques for effective prompt writing to maximize AI utility in various tasks. He further emphasized the necessity of developing local talent and trades associated with the industry. “This is the challenge we must work on: how to cultivate skills linked to the industry. AI can assist in laying that groundwork. If states lack trained personnel, it’s not only financially beneficial for productions but also promotes economic growth by establishing industry,” García elaborated.

Alejandro Tavares, director of Filma Jalisco, described successes and challenges tied to their incentive experiences, noting the project commenced in 2014 with a trust fund that previously supported only feature films. “The earlier decision to fund only external films was misguided, along with the arbitrary allocation of funds, which was another mistake,” he stated.

“The Film Law serves as a catalyst for development, fostering not just economic gain, but local industry growth,” he explained, emphasizing the importance of established operational guidelines. In 2021, they initiated cash rebate programs, effectively implemented by 2023. “Changing leadership in the Secretary of Tourism made sense, as it is pivotal in altering perceptions about the state. As commissioners, we cannot endorse criminal activities, and one way to prevent this is by withholding public funds from such productions,” Tavares noted.

He also shared insights on the economic impact of local industry development, explaining, “Unlike other sectors, the financial returns can be verified through the Treasury. For every peso invested in the cash rebate, between 8 and 9 pesos are returned to the state. However, this hinges on having connectivity, technical equipment, infrastructure, and trained talent available in the state.” This approach includes collaboration with producers, government entities, hotels, trust funds, and service providers.

Tavares underscored the necessity of transparent operational rules in Jalisco, aiming to designate a portion of guaranteed funds for local firms and productions to stimulate industry growth. “Recognizing this took considerable effort, and clarifying it within the law was vital.”

He stressed the essential nature of shielding the commission from political influences, ensuring that both the cash rebate and film commission practices remain unaffected by political decisions. He asserted, “For both national and international firms, partnering with local production service providers is crucial to establishing industry, or encouraging larger productions to settle in Jalisco.”

In terms of sustainability, Luis Arévalo and Laura Visca, co-founders of Ecofilming, highlighted the importance of integrating sustainability strategies within film commissions to draw productions to their states. They emphasized the need to quantify savings from sustainable practices on sets. “Our goal is for commissioners to advance in creating guides on sustainability that may standardize practices nationwide, or establish norms for implementing sustainability initiatives within their jurisdictions,” Arévalo stated.

They pointed out that critical priorities for attracting international clients include measuring carbon footprints and utilizing clean energy on sets. Arévalo proposed that film commissions can impact the planet’s welfare through education on sustainable innovations related to energy use and managing resources. “Promoting sustainability can also involve choosing filming locations such as parks and reserves while ensuring that local service providers—hotels, catering services—incorporate sustainability and circular economy criteria,” they concluded.

Persons: Aliana González, Alejandro Tavares, Fernando Gutiérrez Lara, Luis García, Emilio Vázquez, Diana Álvarez Segoviano, Luis Arévalo, Laura Visca
Company Names: Filma Jalisco, Cofilmich, Televisa, Comefilm, Filmland Hunters, IMCINE, Ecofilming
Titles: Amanecer

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