Zacatecas Claps Slate on ‘La Vida de Ahora,’ Signaling a New Era for Mexican Cinema & Tourism
Zacatecas, Mexico – December 5, 2025 – In a vibrant display of cultural and economic synergy, the state of Zacatecas today officially commenced filming for “La Vida de Ahora” (Life Now), the latest feature film from acclaimed director Alejandro Zuno. This breaking news event underscores Zacatecas’s rising prominence as a key location for film production and a powerful advocate for national narratives. The premiere, held at the Zacatecas State Center for the Arts (CEART), was attended by government officials, cast members, and media, marking a significant moment for the region and the Mexican film industry. This is a story that’s already generating buzz – and for good reason.
A Story Rooted in Acceptance and Human Connection
“La Vida de Ahora,” produced by Zacatecas native Érika Ávila, promises to be more than just a film; it’s a message of hope and understanding. Director Zuno shared that the story centers around acceptance and love, regardless of gender or sexual orientation, specifically dedicated to young people aged 14-16 who may feel like they don’t belong. “It’s like a hug,” Zuno explained, “telling them that they will find a different world.” This deeply personal project is poised to resonate with audiences seeking authentic and relatable stories. The film’s focus on inclusivity is particularly timely, reflecting a growing demand for diverse representation in cinema.
Zacatecas: A Rising Star in the World of Film
The choice of Zacatecas as a filming location isn’t accidental. The state, a designated Cultural Heritage of Humanity by UNESCO, offers stunning landscapes and a rich cultural backdrop. Secretary of Economy, Jorge Miranda Castro, emphasized the economic benefits, stating that the production will generate employment for over 400 Zacatecan residents and provide a significant boost to local businesses – hotels, restaurants, transportation, and more. “Every peso invested circulates in the local economy,” he noted, “and the projection of our locations will consolidate Zacatecas as a destination for future productions.” This isn’t just about making a movie; it’s about investing in a community and showcasing its unique beauty to the world.
Government & Industry Collaboration: A Blueprint for Success
The successful launch of “La Vida de Ahora” is a testament to the strong collaboration between the Zacatecas government and the film industry. Officials from the Tourism, Economy, and Culture sectors were all present, voicing their support and highlighting the potential for Zacatecas to become a major cinematic hub. María de Jesús Muñoz Reyes, Director of the Zacatecan Institute of Culture, celebrated the partnership, stating that it demonstrates the power of art and culture to transcend boundaries. This collaborative approach provides a valuable model for other regions looking to attract film productions and stimulate economic growth. SEO optimization for film tourism is becoming increasingly important, and Zacatecas is clearly taking note.
Cast & Crew Embrace the Zacatecas Spirit
The cast, including Jerónimo Núñez, André Núñez, Luis Fernando Peña, and Natalia Quiroz, expressed their enthusiasm for filming in Zacatecas. Luis Fernando Peña lauded the state as “100 percent cinematographic,” praising its wonderful landscapes and cultural richness. The warmth of the local team was also frequently mentioned, creating a positive and collaborative atmosphere on set. This positive experience is likely to encourage the cast and crew to advocate for Zacatecas as a filming location in the future. For those following Google News, this story highlights the growing trend of regional film production.
As “La Vida de Ahora” embarks on its production journey, it carries with it the hopes and aspirations of Zacatecas – a state determined to solidify its position as a vibrant center for cinematic creativity and a beacon of cultural pride. The film’s message of acceptance, combined with the economic benefits it brings to the region, promises a bright future for both the project and the community it calls home. The success of this production will undoubtedly pave the way for more film projects to choose Zacatecas as their backdrop, further cementing its status as a destination for storytelling and artistic expression.
