Madrid Pitches Itself as a Global Production Hub as It Looks Ahead to Hosting the Upcoming 6th Iberseries & Platino Industria

Madrid’s ambitious push to become a leading European audiovisual production hub is not just about selling itself as a filming location, but also about creating an ecosystem that nurtures talent and connects projects with international markets. At its core lies a strategic blend of public funding, industry networking, and support for co-productions – a recipe that has already started to bear fruit.

The city’s diverse range of filming locations is often touted as one of its greatest strengths. From the historic center to trendy neighborhoods like Lavapiés and Malasaña, Madrid offers a unique mix of architecture, urban environments, and natural landscapes that can be tailored to suit any production’s needs. But what sets Madrid apart from other European cities is its willingness to invest in the next generation of projects and talent through initiatives like the Film Academy’s Residency Programme and SeriesLab Torino.

Madrid has made significant strides in recent years, with over 1,025 medium- and large-scale projects filmed in the city last year. The city was also home to at least 71 feature films, 52 series, and more than 410 advertising productions – a testament to its status as one of the most popular filming destinations in Europe. Behind these numbers lies an extensive municipal support network that involves everything from location scouting and permits to coordination between different authorities.

The city’s commitment to funding is also noteworthy. Since 2021, Madrid’s audiovisual support programs have allocated over €15 million ($17.4 million) to the sector, including €10 million for production and €5 million for promotion and distribution. This investment has paid off in terms of economic output: a recent study found that films and series shot in the city between 2021 and 2024 generated more than €1.5 billion ($1.7 billion) in economic output and approximately 10,100 jobs.

Madrid’s ambitions go beyond just hosting productions; it wants to become a hub for co-production and international business. The city is using its initiatives to connect producers and creators with potential partners, and events like the Platino Awards and Iberseries & Platino Industria are playing a crucial role in promoting Spanish and Portuguese-language content on the global stage.

The message from Madrid’s Film Office is clear: the city wants to be not only a place to shoot but also a place where audiovisual projects can be developed, financed, and connected to international markets. As Iberseries co-director Samuel Castro noted, “Madrid has become a reference point – not only nationally, but also as an international-facing B2B business event.”

The Regional Government’s Commitment Xiomara Garcia, general coordinator of the Madrid Film Region, emphasized the regional government’s commitment to the audiovisual sector. With initiatives like support for younger audiences and the creation of a network of filming destinations across the Community of Madrid, it seems that Madrid is taking a holistic approach to nurturing its creative industry.

The Platino Awards and Iberseries & Platino Industria are also playing a crucial role in promoting Spanish and Portuguese-language content on the global stage. These events are helping connect producers and creators with potential partners, facilitating co-productions and international business opportunities.

While Madrid’s production numbers are impressive, it’s essential to look beyond them and examine the economic impact of filming in the city. According to a recent study, films and series shot in Madrid between 2021 and 2024 generated more than €1.5 billion ($1.7 billion) in economic output and approximately 10,100 jobs.

This is not just a story about numbers; it’s about creating an ecosystem that supports the audiovisual sector and generates revenue for local businesses. As Madrid continues to push for global production hub status, its success will be closely watched by other cities looking to replicate this model.

Madrid’s initiatives like the Film Academy’s Residency Programme and SeriesLab Torino are crucial in nurturing the next generation of projects and talent. By investing in emerging creators and developing new content, Madrid is positioning itself as a leader in European cinema – and potentially paving the way for a resurgence of innovative storytelling.

As the city prepares to host its 6th Iberseries & Platino Industria from September 29 to October 2 at the Matadero Madrid, one thing is clear: Madrid has set itself on an ambitious path towards becoming a global production hub. Whether this journey will be marked by success or challenges remains to be seen – but one thing is certain – the city’s commitment to supporting the audiovisual sector is undeniable.

Madrid’s rise as a global production hub is not just about numbers; it’s about creating an ecosystem that supports the audiovisual sector and generates revenue for local businesses. As the city continues to push its boundaries, it will be interesting to see how its success story evolves – and whether other cities can replicate this success.