Young Actors Are Thriving in Spain’s New Star System

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Back in the day, when Netflix was significantly expanding its original content and had recently established its first European production center in Madrid, they proudly highlighted the surge in Instagram followers for the rising stars of their worldwide sensations. “Netflix has been a stepping stone for a new era of global celebrities,” they declared, pointing to Spanish talents such as Miguel Bernardeau from ‘Elite’ and Úrsula Corberó, who shone in one of Netflix’s most successful international productions, ‘Money Heist.’

Fast forward to 2025: Bernardeau has recently wrapped up his starring role in Secuoya Studios’ series “Zorro,” which is streaming on Prime Video, and a voice acting gig in the animated film “Spellbound” alongside stars like Rachel Zegler and Javier Bardem. The actor’s global popularity is escalating with roles in productions such as the Netflix action movie “Lift,” featuring Kevin Hart, and a recurring part in Peacock’s “The Day of the Jackal.” Currently, Bernardeau boasts over 20 million followers on Instagram.

Social media fame might be an indicator that the Spanish film industry, at last, seems to be thriving with a recognized group of prominent actors, as it has been suggested for quite some time.

As a film enthusiast, I can’t help but notice that the wealth of talent in Spanish cinema seems to be more evident than ever before. José Luis Rebordinos, director of the prestigious San Sebastian International Film Festival, shares this observation, attributing it to a variety of factors. He mentions the crucial role of government and television station support, the burgeoning independent production scene, the interconnected network of Spanish film festivals, the global promotion of our cinema, and incentives that attract more international filmmakers to Spain.

Luci Lenox, a seasoned Barcelona-based casting director who’s contributed to numerous Spanish-filmed productions like “Vicky Cristina Barcelona,” “Hustle” starring Adam Sandler, and “The Covenant” directed by Guy Ritchie, affirms that there’s a widespread conviction here. This is because Spain offers attractive tax incentives, boasts fantastic locations, and houses top-notch service companies. In her opinion, Spain is an ideal location for filming, with a wealth of local talent to boot.

Should there be any uncertainty about the growing fascination towards Spain, you need only look as far as its designation as the “Country Focus 2025” at the Berlinale. This recognition comes after it received similar accolades at MIPCOM and Locarno last year, and Cannes the year preceding that.

Over the last ten years, I’ve witnessed Spain’s remarkable growth – and it wasn’t just luck. It was carefully planned and executed by the government, aiming to elevate Spain as an alluring filming location. This strategy not only attracted international productions but also nurtured local talent.

According to Carina Pardavila, the director of the Madrid Art & Drama School (MADS), Netflix has expanded their studios in Madrid from five to ten. This growth is facilitated by incentives and tax credits that encourage foreign productions of fiction. Pardavila emphasizes that Spain views this sector as a strategic priority, with foreign film crews able to secure permits and visas within a week.

Elisa Carbonell, CEO of ICEX Spain Trade & Investment, notes that the worldwide appetite for content from Spain has skyrocketed in every region, and over 200 Spanish titles are among the top 10 percent most demanded on leading streaming services. She also mentions that film production within our country has grown by 33% over the past five years. In 2023, international filming investments totaled nearly 200 million euros [$207.3 million], with more than 37 foreign projects filmed on Spanish soil.

Spanish talents are gaining international recognition, as stated by Lenox. In the realm of streaming services, shows such as “Money Heist” (along with its spinoff, “Berlin”), “Elite,” and their respective stars like Ester Expósito who boasts 25 million followers – more than half the population of Spain, have played a significant role. Additionally, film series like Netflix’s “Through My Window” and Amazon’s “Fault” trilogy, as well as highly-viewed films such as “The Platform,” “Society of the Snow,” and “Nowhere,” have also contributed to making Spanish talents known worldwide.

In present-day Spain, as stated by Pardavila, there’s an unprecedented surge in talent agencies and casting directors. Additionally, Lenox points out that actor publicists are a relatively modern development in Spanish entertainment industry. Fulfilling this role is Olivia Fernández, a seasoned professional who previously managed publicity at Netflix and Warner Bros. Alongside renowned Spanish TV personality Carlos Latre, she recently established Olivia Beyond the Talent, a brand consultation agency.

As a fan, I’ve noticed that Fernández points out an exciting trend in today’s streaming series: the collaborative cast structure. This setup, she explains, is opening up a multitude of opportunities for actors to shine. “The casting landscape has widened significantly,” she notes, and it’s not just about the roles themselves; it’s also about the continuity across seasons, ensuring a more diverse cast. “I believe creators feel compelled to reflect society in its entirety,” she continues. “In film, this can be challenging, but in series, it’s simpler because if you can develop these characters, you can create narratives that mirror our truly diverse world.

In recent times, Spain’s thriving entertainment industry is making a commendable effort to reflect the multifaceted diversity that characterizes contemporary Spain. The nation has been ranked as the 4th most LGBTI-friendly in Europe, according to the ILGA-Europe’s 2024 Rainbow Map. Moreover, it’s worth noting that more than 17% of Spain’s populace in 2023 were born outside of the country, as reported by the National Statistics Institute.

Lenox concurs, pointing to The Walking Dead: Daryl Dixon as a case in point, having been involved in the casting for this role during the filming of season three in Spain last autumn. Joining the cast are Spanish actors such as Eduardo Noriega, who starred in Red Queen, and Óscar Jaenada, known from Pirates of the Caribbean: On Stranger Tides. Additionally, there are newcomers to the series like Alexandra Masangkay, recognized for her work in The Platform, and Hugo Arbués, famous for his roles in the Through My Window franchise.

Lenox remarks, “Our cast is truly exceptional, reflecting the diversity of modern Spain. They aren’t just filling predetermined roles; they are taking on the main Spanish characters as leading Spanish actors. Noteworthy talents such as Masangkay, who is Filipino and has experience in film, television, and theater, and Nansi Nsue, a promising actress of Equatorial Guinean descent with credits like Past Lies and The Mallorca Files, are part of this dynamic ensemble.

In a similar vein, Pardavila highlights MADS students who have been given prominent roles in the Spanish adaptation of the Italian series “Mare Fuori,” titled “Mar Afuera.” This cast includes Nekane Magaña, of African descent, and Dani Marrero, a transgender individual.

In the 1990s, a shift occurred in Spanish cinema towards a more youthful, commercially-oriented approach, which tended to attract younger audiences. Pedro Almodóvar, one of Spain’s most renowned filmmakers globally, played a significant role in kickstarting the careers of three actors who are now Spain’s most prominent cultural ambassadors: Antonio Banderas, Penélope Cruz, and Javier Bardem.

Almodóvar constructs an entire celestial sphere tied to himself, according to Lenox. He’s often referred to as the premier star finder in Spain. Notably, actors like Cruz, Bardem, and Banderas continue to collaborate with him within Spain, which benefits the industry significantly. Additionally, Banderas established a theater in his native town of Málaga.

In this version, I’ve aimed to maintain the original meaning while using simpler and more conversational language.

Beyond its thriving cinema and television industries, Spain also boasts a significant theater scene. As Fernández points out, today’s actors and actresses in Spain have greater opportunities to explore various artistic aspirations. Previously, a theater actor was strictly limited to the stage, a film actor to the screen, and a TV actor to the small screen. However, Fernández suggests that they now move more freely between these disciplines in a more industrial setting.

Lenox proposes that the current dilemma within the industry is to persuade well-known figures from television, whose audiences are accustomed to their work on TV, to draw these viewers to movie theaters if these celebrities appear in films.

To put it another way, just because an actor like Corberó is popular on Instagram, as large as her following may be, can she attract those followers away from their screens in a movie theater? Lenox questions whether her social media popularity translates to cinema attendance. However, he notes that it does have value when it comes to financing a film, as potential investors are likely to take notice if they know Úrsula is involved. If even 10% of her 4 million followers were to attend the box office, it would indeed make a difference in terms of funding.

The significance of this is clear to young actors with substantial social media fanbases, such as Nicole Wallace and Gabriel Guevara, who starred in the Fault trilogy, one of whose installments (My Fault) was among Amazon Prime’s top 10 most-watched titles across over 190 countries, and the second (Your Fault) now holds the record as their most-watched non-English original. This applies equally to Clara Galle and Julio Peña, co-stars of Netflix’s hit Through My Window series, produced by Nostromo Pictures based in Barcelona.

At the MADS, Pardavila emphasizes that students gain a comprehensive understanding of professional education across various fields such as vocal and dramatic arts, writing, content creation, personal branding, and entrepreneurship. Fernández highlights how actors are expanding their skill sets beyond acting alone, including learning foreign languages, singing, dancing, skateboarding, among other talents, to boost their resumes.

To sustain Spain’s promising movie industry, it’s crucial that demand from streaming services stays strong and that the government consistently funds the production and advertising of Spanish films, along with promoting Spain as a desirable destination for foreign film productions.

According to Fernández, the audiovisual sector has experienced a substantial change in recent times. He believes this period is marked by an artistic resurgence that could give rise to a new star system. Talent agencies now bear the responsibility of advising their artists not to cease learning and to continue honing their skills.

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2025-02-13 12:57