Jalisco Consolidates Itself as the New Production Hub: Lemon and Óxido Relocate Operations

The Government of Jalisco and Lemon Studios announced a strategic alliance during the Guadalajara International Film Festival (FICG). The agreement stipulates that the production company led by Billy Rovzar will produce four feature films annually in the state over the next five years, totaling 20 productions aimed at decentralizing the country’s film industry.

The project will be supported by cash rebate funds, along with an investment of 800 million pesos from an investment fund secured by Lemon with private capital and the World Bank a year ago—an average of 40 million pesos per film.

The event was attended by the state governor, Pablo Lemus. Sharing the stage were Alejandro Tavares, Director of Film and Audiovisual Promotion at Filma Jalisco; Estrella Araiza, Director General of FICG; Fernando Lebrija, producer and partner at Irreversible Pictures; Mauro Garza, Strategic Coordinator for Growth and Economic Development; and Billy Rovzar, producer and partner at Lemon Studios.

For Billy Rovzar, the importance of this step lies in its potential to build an industry in Jalisco.

WHEN DID THE INITIATIVE BEGIN?

This effort involved a year of discussions and was finalized in 2026. The first two films will be produced in the second half of this year.

Rovzar presented the ambitious plan to the governor: to produce four films per year over five years. In response, Pablo Lemus immediately asked, “What do we need to do to make all of them happen in Jalisco?” Rovzar noted that this openness broke away from typical political negotiation patterns, leaving the Lemon team “very excited” after the meeting.

Billy Rovzar also presented the actors who will star in the productions to be filmed in Jalisco as part of the FILMA Jalisco agreement, highlighting top-level talent including Jaime Camil and Claudia Álvarez—protagonists of ¡Papá en la Luna—and Roberto Duarte.

Additionally, Fernando Lebrija, Lemon’s partner in the initiative—who has long had an office in Jalisco—explained that Óxido, one of Mexico’s leading post-production companies, has been included in the agreement. He recognized Marco Rodríguez, director of Óxido, as a key figure in making the Jalisco deal possible.

WHAT FILMS WILL BE THE FIRST TO SHOOT?

The titles of the films to be shot this year are Papá en la Luna (directed by Fernando Lebrija and starring Jaime Camil and Claudia Álvarez), No Eres Tú, Soy Yo (directed by Alejandro Lozano and starring Angelique Boyer and Sebastián Rulli), and another film featuring Roberto Duarte. Camil, Álvarez, and Duarte attended the event to support the announcement. The first two films will be shot in Guadalajara and Puerto Vallarta.

Billy Rovzar introduced the actors who will bring to life the stories to be produced in Jalisco as part of the agreement with FILMA Jalisco, highlighting the participation of top-tier talent: Jaime Camil and Claudia Álvarez, stars of the first film Papá en la Luna, and Roberto Duarte

Billy Rovzar clarified that all the projects will be commercial films, with the goal of boosting box office performance and creating a strong connection with audiences.

“We’re going to shoot the first two films in the second half of this year. We’re aiming to enter pre-production in June and finish the year with two, possibly three films shot,” Lebrija said.

LEMON AND ÓXIDO MOVE TO GUADALAJARA

As a key part of the agreement, Lemon Studios and the renowned post-production company Óxido will relocate their operational bases to Jalisco, opening permanent offices in the state. “This isn’t about coming, collecting an incentive, and leaving; we’re moving to build an industry here,” said Billy Rovzar, emphasizing the goal of leveraging the state’s versatile locations and technical infrastructure.

Rovzar noted that Lemon Studios’ two headquarters—one in Mexico City and the other in Guadalajara—will be equally important.

He also pointed out that the Mexican film industry is facing a crisis of identity and logistics, largely due to the decline in producing “films for theaters” amid the rise of streaming platforms, which has led to a noticeable gap in traditional theatrical content. This has been compounded by a “production flight” that has spiraled out of control, driven mainly by the lack of locations with strong government support to retain projects in the country.

In this context, Rovzar emphasized that Jalisco’s diverse locations and the openness of its authorities not only make it possible to halt this exodus but also to establish a permanent production base that decentralizes filmmaking from Mexico City and builds a sustainable, long-term industry.

CASH REBATE: A DRIVER OF INVESTMENT

The project will operate under Jalisco’s cash rebate scheme, which currently has a trust fund of 80 million pesos. Rovzar explained that Lemon will complete the budgets using its own investment fund. While he did not disclose per-film budgets, it is understood they will be substantial.

Governor Pablo Lemus emphasized that this incentive has demonstrated a return of 7.7 pesos in economic impact for every peso invested. “If more money is needed, we will invest more,” he stated, reaffirming his commitment to positioning Jalisco as the film capital of Latin America.

“We have never had an alliance with a production company as powerful as Lemon—one that will also bring jobs to the entire film industry in the state of Jalisco,” said Alejandro Tavares.

The government also announced the conversion of public buildings in the historic downtown area into 30,000 square meters of soundstages and creative spaces. This infrastructure will complement Ciudad Creativa Digital, integrating local vendors and fostering employment for the state’s more than 350,000 higher education students.