The Zacatecas State Center for the Arts (CEART) became the meeting point for authorities, media, cast, and special guests during the official clapperboard ceremony for “La Vida de Ahora” (Life Now), the latest feature film by director Alejandro Zuno, produced by Zacatecas native Érika Ávila.
From the start of the day, the building that houses the Zacatecas Institute of Culture served as the filming location. In the afternoon, the atmosphere in the CEART lobby was filled with anticipation: cameras, voices, greetings, and a constant flow of journalists who, guided in groups, were taken to the location to capture a second glimpse of the filming.
Later, in front of spotlights and moving technical equipment, the symbolic clapperboard ceremony took place, officially inaugurating the shoot. This special event brought together authorities with the cast, the production company with the director, and the acting team, all gathered in an atmosphere of enthusiasm for the project.
Later, the attendees gathered in the Theater Hall, where producer Érika Ávila and director Alejandro Zuno, accompanied by state cultural, tourism, and economic authorities, led a press conference.
Among the authorities present were the Secretary of Tourism, Le Roy Barragán Ocampo, and the Secretary of Economy, Jorge Miranda Castro; the Undersecretary of Investment, Industry, Commerce, and Services, Judith Trejo Cárdenas; the directors of the Zacatecas Institute of Culture, María de Jesús Muñoz Reyes, and of the Zacatecas Film Archive, Gabriela Marcial; as well as the President of the Miners Club, Eduardo López Muñoz.
In her welcoming remarks, Érika Ávila emphasized the importance of filming in Zacatecas and the support that various institutions have provided to make the production possible. She then introduced a series of speakers in which each authority shared their perspective on the state’s film potential, as well as the cultural and economic significance of attracting film projects like this one.
Director Alejandro Zuno expressed his gratitude for the local support and reflected on the spirit of “La Vida de Ahora” (Life Now), a story that—as he explained—engages with contemporary reality from an intimate and profoundly human perspective.
He added that this film speaks of acceptance and the perspective of love, regardless of gender or sex. “That is our message, and for me, it is a very personal project that I dedicate to all those young people between 14 and 16 years old who feel they don’t fit in; it’s like a hug, telling them they will find a different world.”
The Secretary of Economy, Jorge Miranda Castro, emphasized that this film strengthens Zacatecas’ cultural and tourism positioning and, at the same time, generates employment and significant economic benefits for hotels, transportation, food, and other services.
He noted that more than 400 people from Zacatecas are participating in the project, finding in each scene an opportunity to showcase their talent.
Every peso invested, she said, “circulates in the local economy, and showcasing our locations will solidify Zacatecas as a destination for future productions, because film is identity, employment, and development.”
She emphasized that Zacatecas is one of the 300 cities worldwide designated as a World Heritage Site, and “for us, it is wonderful that you are sharing it with the world, with the country, and with the exposure this extraordinary film will provide. We are certain it will be incredible for the future of Zacatecas.”
The Director of the Zacatecas Institute of Culture, María de Jesús Muñoz Reyes, said that this is a very special moment for Zacatecas and for our institutions, and she celebrated this partnership. She also recognized producer Érika Ávila for her teamwork and for demonstrating that art and culture are paramount, “if we continue to ensure that Zacatecas remains a cultural benchmark.”
The Secretary of Tourism, Le Roy Barragán Ocampo, spoke about the reason for bringing together producers, actors, officials, and businesspeople: to showcase what’s happening in Zacatecas these days with the film “La Vida de Ahora” (Life Now). He emphasized that Erika is a woman whose work has transcended national borders, and this film is one of them, which he is certain will continue to do so.
The Zacatecas-born producer then spoke about the work done, thanked the Zacatecas government for its support during filming, discussed the cast, and then gave the floor to the actors, including Luis Fernando Peña, who spoke about the challenges facing young people and the importance of this sector of society.
Source: zacatecas
