Madrid reaffirmed its status as Spain’s leading audiovisual powerhouse at the 73rd San Sebastián Film Festival on Sept. 21, presenting key data, strategic initiatives and upcoming plans to support the industry’s continued growth.
Speaking in turns were Inmaculada Sánchez Cervera, general coordinator of the Madrid mayor’s office, Carlo d’Ursi, VP Audiovisual Cluster of Madrid and Luis Martín Izquierdo, vice minister of Culture, Tourism and Sport of the Community of Madrid – the Madrid region.
Now on its fifth year, the event – organized by the Madrid Audiovisual Cluster with support from the City Council and the Community of Madrid – brought together industry professionals, investors and public institutions to spotlight the region’s robust infrastructure, talent pool and growing international appeal.
A Strategic Sector Backed by Investment
The audiovisual industry is considered strategic by both city and regional authorities – not only for its cultural impact, but for its substantial economic contribution. According to a recent study by the AFI (Analistas Financieros Internacionales):
- The sector contributes 2.6% of the GDP and 2.8% of employment in the Community of Madrid—well above the national average.
- It generates €2.3 billion ($2.7 billion) in direct GVA, with a total economic impact of over €7.2 billion ($8.45 billion)
- The region accounts for 28.9% of all active audiovisual companies in Spain, but generates 74.7% of the sector’s revenue and 47.2% of its employment.
“Madrid is undoubtedly – and increasingly – a reference point in the global audiovisual landscape,” said Martín Izquierdo, adding: “It is also becoming an increasingly significant production hub, thanks to a combination of key factors for the industry: The exceptional level of development and competitiveness of the ecosystem, made up of more than 3,500 companies and the high level of qualification and specialization of the over 30,000 professionals who work in the audiovisual sector in Madrid.”
“Madrid is home to the largest concentration of the audiovisual sector in Spain – this includes both independent cinema and major streamers. Movistar Plus+, Netflix, Disney, Amazon – all operate across Spain, but they do so from Madrid. The same goes for both public and private TV corporations like Mediaset, Atresmedia, and Televisión Española,” D’Ursi pointed out.
Carlo d’Ursi, VP of Madrid Audiovisual Cluster
“The call for feature film production grants is endowed with €2 million ($2.34m), extendable by an additional €2 million, and is currently in the resolution phase. The call for promotion and distribution grants is endowed with €1 million ($1.17m) also potentially extendable by another €2 million,” said Sánchez Cervera.
She added: “The results of this effort, I believe, are well known and more than evident. In the 2024–2025 awards season, the films supported by the City Council have truly shone. We have productions like ‘Saturn Return’ (‘Segundo premio’), which, as you know, won three Goya Awards; ‘Buscando a Coque,’ awarded Best Ibero-American Comedy at the Platino Awards or titles like ‘Ciudad sin Sueño’ and ‘Anoche conquisté Tebas,’ both born from the residency program and awarded at Cannes and Venice, respectively.”
Public Support and Policy Momentum
The City of Madrid invests over €6 million ($7.04 million) annually into the audiovisual sector, supporting the entire value chain – from development and production to distribution and exhibition. “Since the formation of the current administration, we have invested more than €11 million ($12.9 m) —exclusively through the General Coordination of the Mayor’s Office—in the promotion of the audiovisual industry,” said Sánchez Cervera.
The Community of Madrid is now developing a new strategic plan for the audiovisual industry, which will include:
- Doubling production grants
- New programs to attract investment
- Initiatives to support talent development, innovation and sustainability
- A renewed focus on promoting all municipalities in the region as filming destinations
AI and Innovation at Iberseries
As part of its commitment to innovation, the Cluster will host an AI Workshop on Oct. 1 during the Madrid confab Iberseries, showcasing seven case studies—including applications in VFX, scripted workflows, sports content creation and marketing—featuring speakers from leading companies such as El Ranchito, Brandominus, Pendular and The Film Agency.
“Madrid offers a set of competitive advantages that are hard to match – from world-class professionals and diverse locations to institutional support and legal certainty,” said Martin Izquierdo, “Our challenge now is to continue showcasing these strengths to the world.”
