As someone who has spent a significant portion of my career in the dynamic world of film production, I can wholeheartedly echo the sentiments expressed by Muggoch about Spain. Having worked on various projects across continents, Spain stands out as one of the most versatile locations for filming due to its diverse landscapes and architectural wonders.
Spain is having a moment.
Perhaps you’ve noticed, but Spain has been making waves lately in the entertainment industry. This surge was amplified when the Spanish government unveiled the Spain Audiovisual Hub in 2021, providing substantial support to the sector by investing a significant 1.6 billion euros ($1.73 billion) into it.
Over the past three years, Spain has seen advancements in each of the four key aspects that Hub emphasizes: fostering foreign investments and growth, refining financial and tax systems, cultivating talent, particularly women, and implementing regulatory changes and removing bureaucratic hurdles.
Starting in 2024, Spain will be MIPCOM’s Honorary Country, and the Spanish administration has initiated a bold project called “Spain, Where Talent Sparks” to enhance Spain’s global profile, improve its reputation, and increase the appeal of Spanish productions worldwide. This initiative also aims to expand business prospects in a progressively competitive environment.
Elisa Carbonell, CEO of ICEX Spain Trade & Investment (a branch under the Ministry of Economy, Commerce and Business), emphasizes that the goal of this campaign is to link the Spanish audiovisual sector with qualities such as skill, originality, proficiency, dedication, and superior quality.
It has been announced that Spain will be the highlight country for the upcoming European Film Market (EFM) at the 75th Berlin Film Festival in 2025. Tanja Meissner, Director of Berlinale Pro and EFM, told THR that the Spanish film and media industry has earned a strong reputation and global recognition by excelling creatively, making strategic investments, and embracing technological advancements. This has resulted in a strong international presence with high-quality content and originality.
The ICEX campaign is designed to highlight these traits by presenting an innovative short film that serves as an introduction to the nation’s creative and technical prowess. Entitled “The Reason Behind the Accident That Ignited the Fire“, this 9-minute production can be found along with interviews featuring various talents on the campaign’s website. The story revolves around a tense young director (Berta Prieto) managing a bustling set, and you might catch some cameos and nods to other works of art as well as a showcase of diverse artistic disciplines such as visual effects, choreography, and graphic design.
As a passionate admirer, I wholeheartedly agree that the ideal method to highlight Spain’s outstanding audiovisual sector is by using its unique language – weaving original, captivating tales in a fresh and meticulously designed manner, as Carbonell elucidates. It’s evident that talent abounds universally, but it’s not equally cherished in every nation.
Teresa Azcona, head of the Audiovisual Cluster of Madrid, notes that Spain is one of Europe’s leading content producers. She emphasizes Madrid’s role as a talent magnet and driving force behind this success. According to her, Spanish-made productions, foreign productions filmed in Spain, collaborative projects, and content produced within Spain are popular globally and among the most viewed on various streaming platforms.
It’s worth noting that four popular non-English movies and four top series on Netflix hail from Spain. Among these are the films “The Society of the Snow” by Spanish filmmaker J.A. Bayona, thrillers like “Nowhere” and “The Platform”, as well as the teen romance “Through My Window”, ranking at numbers three through six. Additionally, the action series “Money Heist” and its prequel “Berlin” also make up three seasons each in this list of Spanish productions.
Based on a report published on Monday by Parrot Analytics and ICEX at MIPCOM, it was found that in Q1 2024, “Society of the Snow” ranked second among movies that boosted Netflix’s subscriber renewals, and fourth for new subscriber acquisitions. Additionally, “Nowhere” topped the list of non-English films on Netflix in 2023 for significant subscriber growth during the first 13 weeks of the year.
Additionally, it’s not just Netflix that saw success. In 2024, the mystery series “Red Queen” ranked among the top five Amazon Prime Video series with the highest number of new subscribers acquired and renewed within the first 13 weeks following its release. Moreover, the Spain-U.S. co-production “Land of Women” was included in the top 15 Apple TV Plus series that contributed to a surge in subscribers during the initial 10 weeks of 2024, as per the report’s findings.
2022 saw Spain leading the way in Europe for the production of fiction titles commissioned by global streaming services, as reported by the European Audiovisual Observatory (EAO). In the United States, by the first quarter of 2024, Spanish was the most prevalent foreign language on SVOD platforms in terms of movies, and it ranked third for shows, just behind Korean and Japanese content, according to Parrot Analytics.
According to the Parrot-ICEX report, content from Spain has earned approximately $5.1 billion over the last four years and is expected to bring in around $1.4 billion in global revenue by 2024. Carbonell remarks that Spanish audiovisual productions have clearly demonstrated their global influence and universal appeal. This is evident in international film festivals, marketplaces, the growing demand on streaming platforms, and the increase in international co-productions.
At the MIPCOM keynote held on Tuesday, Bayona, who shared leadership with Diego Betancor from Elite’s executive production, is recognized as one of several rising or established talents showcased in the short film Where Talent Ignites, produced by Canadian Spanish production company. Other individuals highlighted include Karla Sofía Gascón, a prominent actress in France’s Oscar submission and Cannes double winner Emilia Pérez, Miguel Herrán known for Money Heist and Elite, and actress Bárbara Lennie from God’s Crooked Lines.
Currently, Spanish executives from over 50 companies present in Cannes are reporting a high demand for specific genres in series production. These include dramas, thrillers, crime mysteries, and historical fiction. For instance, one such series is “Ena,” produced by RTVE, which had its global debut at MIPCOM on Monday. This six-episode series tells the story of Kimberly Tell, an Englishwoman who became Queen Victoria Eugenia of Spain in the early 1900s.
RTVE will unveil the daring documentary titled “Columbus DNA” about the roots of Christopher Columbus, exclusively at Cannes, and showcase the Spanish-German mystery series “Weiss & Morales” as part of an event highlighting top-tier, high-budget collaborative projects from Spain. The production studio Sequoya Studios’ famous creation, “Zorro“, which was previously screened at MIPCOM and ranked in the top 10 on Amazon, will also be featured in this showcase. MediaPro is presenting a variety of thrillers such as “El Mal Invisible“, “Celeste“, the third season of “The Head“, and the blockbuster hit “The 47“, among others, in this event.
As a gaming enthusiast, I can attest that Spain stands out as an audiovisual powerhouse, attracting numerous filmmakers worldwide. In my experience working as a foreign line producer in Spain for seasons five to seven of the hit series “Game of Thrones,” I’ve come to appreciate the country’s unparalleled variety of locations, making it the most diverse in all of Europe. Producer Duncan Muggoch puts it aptly: “Spain boasts the broadest range of filming sites among any European nation.” As a fervent admirer of Spain, I wholeheartedly agree with his sentiments.
Muggoch additionally functions as executive producer for Netflix’s The 3 Body Problem, a series that filmed one week in Spain during its first season following approximately four to five weeks of preparation there. A section of Guadalupe was utilized to represent 1960s China. “In the northern part of Spain, we were able to replicate the Alps, Scotland, and various other settings,” Muggoch says. “Meanwhile, the south of Spain provided opportunities for desert landscapes and beautiful Moorish architecture. The cities are breathtaking, the weather is pleasant, and it essentially offers everything one could need.
From 2019 to 2022, approximately 165 international film productions, motivated to shoot in Spain, invested at least 1.3 billion euros ($1.41 billion) and are estimated to have contributed a minimum of 1.8 billion euros ($1.95 billion) in total economic value to the Spanish economy, as indicated by a study released this autumn by Olsberg SPI in partnership with the Spanish production services association Profilm.
The report found that 70% of the expenditure would not have been incurred without Spain’s international incentives. These incentives offer a 30% rebate on the first million euros ($1.08 million) of eligible expenses, and 25% after that, or 50%/45% in the Canary Islands. As of last year, these incentives increased their maximum limit to 20 million euros ($21.66 million) per film or 10 million euros ($10.83 million) per series episode, but they do not exceed 50% of the total production costs.
Producers argue that the greater rewards offered in the Canaries make up for the necessity of transporting crews and equipment from the mainland. Meanwhile, other regions are establishing their own incentive programs. For instance, in certain parts of the northern Basque Country, incentives provide tax credits ranging from 35% to 70%, which can cover up to 50-60% of production cost estimates, depending on the project specifics.
Nevertheless, local service providers argue that incentives must continue to enhance in order to compete on a global scale against countries offering superior rebates, no limitations, or less costly labor forces. In addition to the rebate limit, Muggoch identifies insufficient “quality studio space” as a potential disadvantage for Spain: “It’s quite difficult to produce an entire show” there, he says, “unless your production is entirely location-based.” However, he emphasizes that “Spain is a destination you visit for location filming.
As a fan, I’m thrilled to see how the Hub’s increased investment in Spain is not only boosting our economy but also fueling infrastructure developments. From Madrid Content City, home to Secuoya Studios and Netflix, to the reopening of Alicante’s Ciudad de la Luz studios, and new studio projects sprouting in Catalonia, Mallorca, Galicia, and the Basque region – it’s all highlighted in the Olsberg report. This investment wave is truly reshaping our creative landscape!
As a gamer, I’ve learned that every level comes with its own set of challenges, and Spain seems to be facing a few too. For instance, there’s a need for further honing our workforce skills and gaining more experience, much like leveling up in a game. Additionally, streamlining some administrative processes could make things run smoother, just like optimizing my gaming rig for better performance. As for the renewed funding of the Hub next year, we’ll have to wait and see what the developers (government) reveal in terms of its design and features.
Azcona from the Audiovisual Cluster of Madrid expresses hope that in this new phase, we’ll persistently focus on tax benefits crucial for the audiovisual industry, which not only entice international productions but also foster local and co-produced Spanish content. He emphasizes the importance of sustained financing to ensure the longevity and growth of Spanish businesses, enabling them to tackle more complex projects and offer a more secure employment environment for talented professionals.
Despite the ongoing expansion of Spain’s audiovisual industry, Carbonell perceives potential advantages in the hurdles that might emerge: “There will be numerous obstacles,” she states. “We are going through a period of transition… Yet, these challenges have also fostered growth. Consequently, this is not just a time of daunting challenges, but it is also, more than ever, a time brimming with opportunities.
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2024-10-23 08:55