Central’s iconic landscape will take a starring role in Netflix’s limited series ‘East of Eden’ as filming moves from Waitaki to Otago and Central.

British actress Florence Pugh (29) cast in the series, is rumoured to be arriving in Central on Saturday.

Local accommodation providers have beds booked up for film crew for the next few weeks but are unable to talk further due to non disclosure agreements. 

Florence Pugh. PHOTO: Instagram 

Film Otago Southland manager Kahli Scott said she was unable to share details of specific productions.

“We can say that the Otago region is definitely on the radar in the international production community. International productions are attracted to our region thanks to our cinematic filming locations, the great reputation of our local crew and vendors, our film-friendly

communities, and New Zealand’s generous screen rebate scheme.”

Central Otago had a strong reputation for hosting international screen productions, such as Jane Campion’s The Power of the Dog, Kahli said.

The Power of the Dog was shot near Naseby as well. PHOTO: Netflix

“The district is a fantastic filming destination thanks to its rugged landscapes and preserved heritage towns, as well as the famous Central Otago hospitality that makes visitors feel welcome and looked after.”

Last week Oamaru’s historic precinct was transformed into Salinas Valley, California the setting of the novel East of Eden by John Steinbeck published in 1952.

RNZ reported filming started on Monday but that crew had been in the area for months preparing. 

Read more: Hollywood takes over Oamaru as Florence Pugh Netflix series films in Victorian streets.

The classic Steinbeck novel is set between the beginning of the 20th century and the end of WWI and the plot follows two families; The Hamiltons and The Trasks and their interwoven stories. 

In 1955 it was adapted for film by director Elia Kazan and starred James Dean, Julie Harris, Richard Davalos, Raymond Massey, Jo Van Fleet, and Burl Ives. 

The Netflix series is being produced by Elia’s granddaughter, Zoe Kazan (also an actress and screenwriter) and Hollywood A-lister Florence Pugh, along with acting as Cathy Ames, is in an executive producer role on the seven part series. 

English actress Florence is known for her roles in Oppenheimer, Little Women, Marvel’s Black Widow and as the voice of Goldilocks in Puss in Boots: The Last Wish. 

Kahli said it was estimated that screen activity contributed approximately $59million to the Otago economy last year.

“When international screen productions film here, they provide a significant economic injection into the regional economy in several ways. 

“Firstly, there’s the direct impact of local jobs and business created for crew, extras, and vendors. Secondly, there’s the money that productions spend on local goods and services, such as accommodation, transport, and construction materials for sets.

“Visiting cast and crew may also spend money on extracurricular activities while enjoying time in the region, such as dining and recreation.” 

She said there were the future flow-on effects that exposure for the region through screen production could have for tourism and international business opportunities.

Along with Otago, filming is taking place in Auckland next month. The series is set to be released on Netflix in early 2026.

Read more: Filming underway in Maniototo

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