What Tondero Producciones does

Tondero Producciones is Peru's largest entertainment company, founded in 2008 by Miguel and Milagros Valladares initially as an artist representation agency and now operating as a vertically integrated entertainment conglomerate. The company is organized into four core business units: Films (Producciones), Theater & Spectacles (Teatro y Espectáculos), Distribution & International Sales (via Tondero Distribución, founded in 2016), and Production Services (Servicios de Producción). It also manages artist representation for over 70 Peruvian celebrities. Tondero has produced 7 of the top 10 highest-grossing films in Peruvian cinema history, with marquee franchises including the Asu Mare series (record-breaking Peruvian comedy franchise with 3+ million spectators on the original 2013 release) and the Locos de Amor musical franchise (four installments from 2016 to 2024). It pioneered Peru's first Netflix Original film with 'Hasta que nos volvamos a encontrar' in 2020 and has since expanded to multi-platform streaming deals with Netflix, Amazon Prime Video, and VIX (TelevisaUnivision).

The company has no proprietary technology platform — its core capability is creative production expertise, talent access, and distribution relationships rather than software. Revenue is generated across five streams: film production and theatrical distribution (one-time licensing of theatrical and platform rights), streaming platform licensing (transaction fees for exclusive deals with Netflix, Prime Video, VIX), theater and live events (transaction fees and sponsorships, including 50,000-attendee concerts at Estadio Nacional), artist representation (professional services fees for managing 70+ celebrities), and production services for international clients (professional services for filming in Peru, including work for Netflix, Paramount, and Studio Canal). Customer segments span Peruvian cinema audiences, Latin American streaming platforms, Peruvian celebrities and artists, international production companies, and live event audiences. Its go-to-market combines enterprise field sales (B2B platform deals) with event-driven demand generation (festival premieres, large-scale concerts). The company is headquartered in Lima, Peru, with offices in Miraflores and Magdalena del Mar, and operates with a lean core team of 1-10 employees complemented by project-based production crews.

Tondero's most significant strategic moves in recent years include the 2024 Ramón y Ramón coproduction with El Deseo (Pedro Almodóvar's production company) and Circular Media of Uruguay — El Deseo's first-ever Peruvian partnership — which secured selection for the Horizontes Latinos section at the 72nd San Sebastián International Film Festival. The company has built a deep international coproduction network spanning Spain, Mexico, Colombia, Argentina, Chile, Uruguay, Puerto Rico, and the United States, and counts América Televisión (broadcast), Live Nation (live events), Netflix, Amazon Prime Video, and VIX among its flagship partners. Notable 2023-2024 launches include Chabuca (Netflix biopic), Locos de Amor: Mi Primer Amor (Peru-Puerto Rico franchise extension), Astronauta (DAFO 2019 grant winner), and De Caperucita a Loba (Spain-Peru coproduction premiered at Málaga).

Name

Tondero Producciones

Legal name

Tondero Producciones

Website

https://tondero.com.pe

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Tondero Producciones is Peru's largest entertainment company, producing and distributing films, theater, and live events while representing 70+ celebrities. It has produced 7 of the top 10 highest-grossing Peruvian films and pioneered Peru's first Netflix Original.

Ownership category

akta.pro rank

Product category

Entertainment Production Services

NAICS

Motion Picture and Video Distribution (51212), Motion Picture and Video Industries (5121), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Motion Picture & Video Tape Distribution (7822), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Theatrical Distribution (International) (MPADAJAB)

akta.pro secondary industry

Merchandising & D2C Management (Artists) (MPAIAGAI)

Keywords

• Film production services
• Theatrical entertainment production
• Talent representation services
• Content distribution sales
• Live event production

Headquarters

HQ city

Magdalena Del Mar

HQ country

Peru

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Film Production & Theatrical Distribution: Tondero produces commercial films and theatrical releases in Peru, distributing them domestically through Tondero Distribución and internationally via sales agents. Revenues come from box office, platform licensing, and festival prizes.
2. Streaming Platform Licensing: Tondero secures licensing deals with Netflix, Prime Video, and VIX for original film content, including first-look and exclusive distribution agreements (e.g., 'Hasta que nos volvamos a encontrar' as Peru's first Netflix Original, 'Chabuca' on Prime Video).
3. Theater & Live Events: Tondero produces theater productions and live concerts, including large-scale events such as Gian Marco's 30 Años concert at Estadio Nacional (50,000 attendees). Revenue includes ticket sales and corporate sponsorships.
4. Artist Representation & Management: Tondero manages the careers and public image of over 70 celebrities and artists, providing talent representation services with a strategic alliance to América Televisión.
5. Production Services for International Clients: Tondero provides end-to-end production services (scouting, filming, logistics) for international productions shooting in Peru, including Netflix, Amazon, and Paramount titles.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Tondero Producciones is Peru's largest entertainment company, producing commercial films, theater productions, and live concerts, while also providing artist representation for over 70 celebrities and operating a distribution arm (Tondero Distribución) for domestic theatrical distribution and international content sales. The company has produced 7 of the top 10 highest-grossing Peruvian films and pioneered international coproductions, with content distributed through Netflix, Amazon Prime Video, and VIX streaming platforms.

Product overview

Tondero Producciones is Peru's largest entertainment company, operating as a multi-unit entertainment conglomerate with four core business units: Films (Películas), Theater and Spectacles (Teatro y Espectáculos), Distribution and International Sales (Distribución y Ventas Internacionales), and Production Services (Servicios de Producción). The company also manages Artist Representation for over 70 celebrities. Through its Tondero Distribución subsidiary (launched 2016), it handles local distribution and international sales. The company has produced 7 of the 10 highest-grossing films in Peruvian cinema history and pioneered international coproduction management. Notable film franchises include Asu Mare and Locos de Amor, with recent productions distributed via Netflix, Amazon Prime Video, and VIX Plus. Production services cater to both domestic and international clients including Netflix, Paramount, and Studio Canal.

Differentiator

Problem solved

Functional benefit

Brands

• Tondero Distribución: Subsidiary company dedicated to local distribution and international sales of content, founded in 2016

Products and services

• Films (Películas) Film production unit producing commercial theatrical features in Peru, including franchise properties (¡Asu Mare!, Locos de Amor). The unit has produced 7 of the 10 highest-grossing films in Peruvian cinema history and produces Netflix Originals, Prime Video exclusives, and theatrical releases.
• Theater and Spectacles (Teatro y Espectáculos) Theatrical productions, live shows, and concerts. Notable productions include Av. Larco (musical that ran for two seasons and was adapted to film), Mentiras musical, and the Gian Marco 30 Años concert at Estadio Nacional with 50,000 attendees.
• Distribution and International Sales (Tondero Distribución) Domestic Peruvian theatrical distribution and international content sales operated through the Tondero Distribución subsidiary founded in 2016. Handles release schedules, marketing coordination, exhibition relationships, and places films in international territories across all formats.
• Production Services (Casa Realizadora) Full-service production capabilities for third-party clients including development, pre-production, filming, post-production, commercial management, marketing campaigns, and national/international distribution. Has provided services for international productions including Netflix Originals (La Reina del Sur, Don't Look Up) and Paramount (Transformers 7).
• Artist Representation (Representación de Artistas) Talent representation managing the careers, public image, and brand partnerships of over 70 Peruvian celebrities and artists. Includes international representation such as Gian Marco's worldwide image management since 2018, and a strategic alliance with América Televisión.
• Hasta que nos volvamos a encontrar First Peruvian Netflix Original film produced by Tondero, written and directed by Bruno Ascenzo. Romantic comedy set in Cusco and Puno, released on Netflix globally in March 2020.
• ¡Asu Mare! Los Amigos Latest installment in the ¡Asu Mare! comedy franchise directed by Carlos Alcántara. Released February 2023, reaching over 700,000 spectators and becoming the most successful Peruvian film since cinema reopening post-pandemic. Runtime 90 minutes.
• Chabuca Feature film based on the life of Peruvian TV personality Ernesto Pimentel (La Chola Chabuca). Produced by Tondero with exclusive streaming on Prime Video.
• Ramón y Ramón Feature film selected for the prestigious Horizontes Latinos section at the 72nd San Sebastián International Film Festival. Co-produced with El Deseo (Pedro Almodóvar's production company) and Circular Media (Uruguay). Directed by Salvador del Solar.
• De Caperucita a Loba Comedy film co-produced with Spain (Esto También Pasará and Bowfinger International Pictures). Directed by Chus Gutiérrez, starring Melania Urbina and Marco Zunino alongside a Spanish cast. Premiered at Málaga Film Festival.
• Locos de Amor: Mi Primer Amor New installment in the Locos de Amor musical franchise. Teenage romantic comedy musical set in the 1990s Latin music era. Co-produced between Peru and Puerto Rico. Directed by Miguel Valladares Vives as his directorial debut.

Quantifiable outcome

• ¡Asu Mare! Los Amigos reached over 700,000 spectators, becoming Peru's most-watched film since cinemas reopened post-pandemic.
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered flagship and core.

• El Deseo (Spain)flagshipStrategic or Co-development Partner · 1 January 2024El Deseo (the production company of Pedro Almodóvar, led by Agustín Almodóvar and Esther García) co-produced 'Ramón y Ramón' with Tondero — marking El Deseo's first ever coproduction with Peru. This is a landmark international partnership for Tondero, pairing them with one of Spain's most prestigious production houses.
• Circular Media (Uruguay)coreStrategic or Co-development Partner · 1 January 2024Circular Media of Uruguay joined the three-way coproduction of 'Ramón y Ramón' alongside Tondero (Perú) and El Deseo (Spain), expanding the film's regional footprint.
• Esto También Pasará (Spain)coreStrategic or Co-development Partner · 1 January 2023Spanish production company Esto También Pasará co-produced 'De Caperucita a Loba' with Tondero and Bowfinger Int. Pictures, enabling a Spanish-Peruvian comedy with a mixed cast.
• Bowfinger International Pictures (Spain)coreStrategic or Co-development Partner · 1 January 2023Bowfinger Int. Pictures partnered with Tondero and Esto También Pasará on 'De Caperucita a Loba', a comedy that premiered at the Málaga Film Festival.
• Tío Malo (Perú)coreStrategic or Co-development Partner · 1 January 2023Tío Malo is the lead production company for 'Astronauta', with Tondero serving as coproducer alongside Mestizo Films (Perú) and G57 (Colombia).
• Mestizo Films (Perú)coreStrategic or Co-development Partner · 1 January 2023Mestizo Films is a Peruvian coproduction partner on 'Astronauta' alongside Tío Malo, G57, and Tondero.
• G57 (Colombia)coreStrategic or Co-development Partner · 1 January 2023Colombian production company G57 joined the coproduction of 'Astronauta', making it a Peru-Colombia international co-production.
• VIX / TelevisaUnivision (Mexico/USA)coreChannel Partner/ Reseller/ Distributor · 1 January 2022Tondero partnered with TelevisaUnivision's VIX streaming platform to stream 'Igualita a mi' across Latin America, expanding reach through TelevisaUnivision's established subscriber base.
• Netflix (Global)flagshipStrategic or Co-development Partner · 1 January 2020Tondero produced Peru's first Netflix Original film 'Hasta que nos volvamos a encontrar' (March 2021), with Netflix CEO Reed Hastings personally visiting Lima for the announcement. Tondero has since produced additional content for Netflix including talent-driven projects.
• Amazon Prime Video (Global)coreStrategic or Co-development Partner · 1 January 2020Tondero signed an agreement with Spain, Mexico, and Amazon Prime Video to coproduce 'La Casa de Caracol', and separately secured a Prime Video exclusive deal for 'Chabuca'.
• América Televisión (Perú)flagshipStrategic or Co-development Partner · 1 January 2019Tondero signed a strategic alliance with América Televisión, Peru's leading broadcast television network, to offer production services at the international level. This alliance provides Tondero with access to broadcast distribution and cross-promotional opportunities with Peru's dominant TV media company.
• Live Nation (USA)coreGTM or Marketing Partner · 1 January 2019Tondero partnered with Live Nation to produce a 9-city tour in the United States for Gian Marco, leveraging Live Nation's global live events infrastructure and ticketing platform.

Scale indicators6 records

Recent moves15 records

Expansion highlights8 records

Direct peers

• Lemon Films: Chilean production company producing Spanish-language theatrical films and series; a direct regional peer in LATAM Spanish-language commercial cinema with similar streaming platform deal flow.
• Big Bang Films: Peruvian film and content production house operating in the same domestic theatrical and streaming content market as Tondero, with comparable Spanish-language feature film output.
• Patagonik Film Group: Argentine production and distribution group producing Spanish-language theatrical films, operating with a similar vertically integrated production-distribution model as Tondero.
• Vista Producciones: Peruvian film production company producing commercial theatrical releases, directly competing with Tondero for Peruvian cinema audiences and local theatrical market share.
• Alebrije Producciones: Mexican production company producing commercial Spanish-language films; comparable to Tondero in genre, theatrical positioning, and pursuit of streaming platform licensing.
• Lava Films: Mexican film production company focused on Spanish-language commercial and arthouse features, comparable to Tondero as a LATAM producer pursuing both theatrical and global streaming distribution.
• Underground Producciones: Leading Argentine production company producing theatrical series and films across Latin America; comparable as a Spanish-language LATAM production powerhouse pursuing platform sales and theatrical distribution.

Broad incumbents

• El Deseo: Spain's iconic prestige production company (Pedro Almodóvar). A co-production partner of Tondero on 'Ramón y Ramón' and a relevant incumbent for international co-production economics and festival positioning.
• Caracol Televisión: Colombia's leading broadcaster and content producer with a production arm comparable to Tondero's film and theater/live operations; relevant as a LATAM broadcaster-producer integrating streaming distribution.
• TelevisaUnivision: Hispanic broadcaster and owner of the VIX streaming platform, which is both a buyer (VIX) of Tondero content and a broader LATAM incumbent with vertically integrated production and distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Tondero
• YouTubeyoutube.com/user/TONDEROPRODUCCIONES
• Facebookfacebook.com/Tondero
• Instagraminstagram.com/tondero
• LinkedInlinkedin.com/company/tonderodistribution

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tondero Producciones