The worldwide release of "
Transformers: Rise of the Beasts," which features the Peruvian cities of Cusco and Tarapoto (San Martin region), could result in an increase of up to 50% in the arrival of foreign tourists to the country, the
Peruvian Commission for Promotion of Export and Tourism (PromPeru) estimated on Wednesday.
"These figures may vary. It will depend on the support given to the promotion of the film at an international level and how it generates recognition among the audience, so that people can identify the destinations and make a trip to Peru, based on that," PromPeru's Business Investment Promotion Director Daniel Cordova told
Andina news agency.
"There is evidence at the international level regarding other mega-productions, such as 'Harry Potter' and 'The Lord of the Rings,' where the flow of tourists in the years following their releases increased between 20% and 50%, both to the United Kingdom and New Zealand (respectively)," Cordova stated.
"So, in the case of Peru, an increase in tourist arrivals in this magnitude could also be possible," he added.
The PromPeru's official pointed out that the film's showcase in global billboards will be used and complemented with a powerful advertising campaign.
"In the next four to five weeks, PromPeru will launch an international campaign in locations situated in key places such as the cities of Los Angeles, Mexico City, New York City, and Madrid," he explained.
"We will also launch digital and social media campaigns, in such a way that, in addition to the people's interest in the film, we can join said support to its promotion," the official added.
Cordova underscored that the "
Film in Peru" strategy has been developed since the end of last year.
"Filming the international mega-production 'Transformers: Rise of the Beasts' in Peru during 2021 has been a great and major opportunity," he remarked.
The film will be released on Friday, June 9, 2023 in the United States and will be in Peruvian theaters starting today, June 7.
Published: 6/7/2023