The cinema is a means of communication that generates the construction of imagination through an emotional impact (Domínguez López, 2015). We define enjoyment trough the theoretical perspectives of uses and gratification Lozano, (2007); (Jensen and Rosengren, 1990) and entertainment (Bryant and Zillmann, 1996); In that sense, it is pertinent to ask the following: What do people do with such media? Specifically, Wich filming conditions of a great production film genre (Bergan, 2011) like Troya (Wolfgang Petersen, 2004) can do on the promotion of Cabo San Lucas? The objective of this research is to reflect from a holistic approach Bryant and Zillmann (1996); (Martin, 2003); (Goliot-Lété and Vanoye, 2005), Domínguez (2015); the following aspects: 1) The use of cinema to promote a destination; 2) Collective identification values; and 3) The traveler-spectator phenomenon regarding the characteristics of this place and its history reflected on the screen from one of the main locations in Cabo San Lucas.

In Mexico, the cases in which an increase in commercial activities for tourism following a film production have been recorded and evidenced are scarce, despite the fact that cinematographic productions (considering their multiple processes of advertising, recording and news) are a forum for the configuration of tourist areas and part an industry of distribution of cultural contents in growth ideal for the promotion of destinations. The different locations in Mexico in which Bandidas (2006) and Spectre (2015) were filmed, have made different use of the attraction of a film production and show a different tourism service planning. The methodology adopted was a combination of techniques (Arias Alpízar, 2009) (Hernández Sampieri, Fernández Collado, & Baptista Lucio, 2003). The quantitative part made use of the characterization of the area, review of the catalogs of tourist services in the regions, historical comparison of the evolution of tourist services related to the filming of films (Ander, 1989). On the other hand, as a qualitative part, the interview was used (Hernández Sampieri, Fernández Collado, & Baptista Lucio, 2003) so that those involved in these services could express their opinions on the subject. Likewise, a digital newspaper review was carried out (Ander, 1989) to know the advertising promotion of the regions using as an attribute the filming of the cinematographic productions in the area.

In 1984, more than 21,000 hectares of Santa María Huatulco were expropriated, including the entire coastal area in favor of FONATUR, as a result of the positive global tourism trend and that Mexico began in the 1960s with the development of the Integrally Planned Centers. (CIP) to contribute to the economic development of backward or isolated areas of the country (Espinosa C., 2013). However, this model of tourism development of Sun and Beach, brought to the community challenges and impositions of regulations, new subsistence techniques and change of ownership of the land; what questions and deeply questions the methods, customs and, fundamentally, the identity of the community, leaving aside the importance of the local culture that was not subsumed to the economic interest but ignored. This descriptive research was carried out by crossing techniques at different levels: first of all, the data sources that were processed in the analysis were not solely of a disciplinary origin. Different institutions were attended as they are religious, historical and tourist. The data collection work is qualitative based on review of the hemerobibliographic file, as well as semi-structured interviews (Quivy, 2004, page 185) and non-participant observation (Quivy, 2004, page 188).