Salma Hayek showed some actual support for the new tax incentives Mexico is offering to boost the film and audiovisual sector, giving a nod to President Claudia Sheinbaum for promoting a long-awaited change in the country’s creative scene.
Speaking at a formal event in the Treasury Hall of the National Palace, the actress praised the government’s initiative to strengthen production incentives to attract more investment to the country and promote local stories. This is all part of Sheinbaum’s bigger plan to stimulate growth in the country’s cultural sector.
“I am very, very excited to be here with you,” the actress said, sometimes getting a bit emotional. “I hope I can talk without crying.”
A Long Fight for Film Incentives
Hayek spoke of her long-standing frustration with Mexico’s lack of competitive incentives for the film sector.
She said it was difficult for her to raise money for a film that was a “love letter to Mexico.” She said the money for the film would be provided if it were made in another country, but not in Mexico.
“I couldn’t get the money if I filmed in Mexico,” the actress said. “How do you make a love letter to Mexico and shoot it in Australia or the Dominican Republic or Colombia or the Canary Islands?”
She said that other countries had offered tax rebates and production incentives for years, which resulted in international productions being made in Mexico that could have been made in the country itself. This is something the country’s film sector has been advocating for years.
“Maybe what we didn’t have was this president,” the actress said.
Framing the Narrative of Mexico
Beyond the financial factor, Hayek emphasized the cultural significance of investing in homegrown stories, especially at a time when she believes Mexico’s image abroad is being misrepresented.
Salma Hayek did not mention any specific policies, but she did cite some of U.S. President Donald Trump’s rhetoric. She also pointed out what she said was a “completely erroneous” image of Mexico. She said that movies are not only economically beneficial but also culturally valuable, as they allow Mexico to reclaim its narrative.
Support From Women Leaders
Hayek also took a moment to express her gratitude for the support she received from women in politics in the Mexican states of Veracruz and Quintana Roo, where parts of her latest project were filmed.
Hayek said there was a positive energy as they worked together to build the project’s infrastructure in a hard-to-reach mountain location.
“All women,” she said. “Each one lifted me up.”
Hayek said that in Veracruz, they had to build infrastructure to access the mountainous area. Even before the project was finished, tourism was already starting to take off in the area.
“The ejidos came to thank us because tourism had already started,” she said.
Economic and Cultural Impact
Hayek said that the incentives are a huge economic boost for Mexico. She said there are potential economic spin-offs beyond just movies.
“There’s no country in the world with the ecological diversity and beauty we’ve got,” she said. “We can double for any country.”
She spoke positively of Mexico’s behind-the-scenes industry, saying:
“There is so much talent here. Only one or two go out and win Oscars, but there are many more.”
Mexico has received worldwide acclaim in recent years for its directors, cinematographers, and other industry professionals who have won awards from the Oscars and other institutions.
@mexicoenlanet Quizá lo que no teníamos es está Presidenta: Salma Hayek #CineNacional #IndustriaCinematográfica #Incentivos #SalmaHayek #fypシ゚viral @Claudia Sheinbaum Pardo
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A Personal Milestone
Salma Hayek said this moment was one of the most significant in her career, noting that she continued to produce films in Mexico even while working extensively abroad.
“Even though I went abroad, I never stopped producing in Mexico,” Hayek said.
Hayek said that her current production experience has been one of the most beautiful of her life, and that she felt a sense of warmth and respect from the local people.
“I’ve felt a change,” Hayek said. “And thanks to you, I’m part of that change.”
The new incentives will be rolled out in the next few months to make Mexico a more competitive location for both local and foreign production.
