Mexico City, Mexico — Actress Salma Hayek participated in a presidential press conference supporting new Mexican film incentives. She spoke for several minutes Sunday on the importance of the film industry in Mexico.
The Mexican actress talked Sunday morning at the press conference alongside President Claudia Sheinbaum. She voiced her support for the new film making incentives announced by Sheinbaum last week.
Hayek said that she had never before felt such strong support for Mexican cinema as she does now with the newly announced incentives. On Sunday, she said that in the past she had sought opportunities to promote film projects in Mexico but struggled to find support.
“Perhaps what we lacked was this president,” she said addressing the media.
On Sunday, President Sheinbaum presented a comprehensive incentive program to strengthen the production of filming in Mexico. Her plan was shared after announcing the new incentives on Friday.
Sheinbaum said the goal is to attract more film productions, prevent projects from leaving the country and position Mexico as a competitive hub for national and international productions.
“We need to ensure that an international production doesn’t just arrive, use everything and leave, but that they produce here with all the talent we have in Mexico,” she said.
Part of the new incentives includes a 30% tax break for projects made in the country. President Sheinbaum also announced the plan will include training, production, exhibition and preservation.
“This incentive program has a government commission that truly seeks to support and develop productions that might not otherwise have the opportunity. And at the same time, it aims to attract international productions while ensuring that Mexicans are hired in all aspects of filmmaking, from actors and actresses to all other roles related to cinema.
“We want to guarantee that an international production doesn’t arrive, use everything and leave, but rather that all the talent we have in Mexico is nurtured here,” she said.
Oscar-nominated Mexican actress, producer and director Salma Hayek acknowledged Sheinbaum’s vision in supporting Mexican cinema. She also acknowledged that these incentives promote tourism and generate an economic, artistic, gastronomic and cultural boost.
“With this support, we are unparalleled. There is no other country in the world that has this ecological diversity and beauty. We have it all here. No other country has what we have,” said Hayek.
Mexico’s Secretary of Culture, Claudia Curiel de Icaza, explained that the incentive is equivalent to up to 30 percent of the income tax of the project’s expenses carried out within the country and a limit of 40 million pesos per project or process.
The requirement is that the projects must have at least 70 percent national suppliers in order to attract high-value international productions and, at the same time, encourage national productions to remain in Mexico.
She explained that the incentive will be available to Mexican individuals and legal entities, including foreign individuals with or without a permanent establishment in the country, who carry out production through an individual or legal entity residing in Mexico.
Eligible productions include feature length fiction or animated films and series episodes with a verifiable minimum expenditure of 40 million pesos. Feature length documentaries and series with a minimum expenditure of 20 million pesos and specific animation, visual effects, or post-production processes with a minimum expenditure of 5 million pesos.
The Mexican government, through the Ministry of Culture implemented the comprehensive public policy to strengthen the film sector. During Sheinbaum’s first year in office, the tax incentive for Investment Projects in Film Production and Distribution was increased by 18 percent.
Mexico’s Film Training Center (CCC) was strengthened with new equipment, and registration fees were eliminated. Furthermore, the CCC Chapultepec opened this year, increasing enrollment and training in filmmaking trades with a capacity to serve nearly 2,000 students.
Additionally, the 2026 budget for the Mexican Film Institute was increased by 25 percent, and last week, the initiative for the new Federal Film and Audiovisual Law was presented.
Salma Hayek participated as a special guest, endorsing the initiative and highlighting the importance of consolidating Mexico’s potential.
