The filming balance of 2021 in the city of Madrid shows the complete recovery of filming in the city, reaching record figures for series and film shoots. During the year, the city was the setting for the filming of 68 series, 44 films and more than 350 commercials, according to data from the Madrid Film Office, the Madrid City Council’s filming promotion office attached to the Delegate Area of Tourism. In total, more than 790 projects were filmed in the city with a permit to occupy the public highway, for medium and large-scale productions, to which must be added the projects filmed with a permit for a communicated act, used for light productions.
The strong demand for content and the efficiency of the sector in adapting covid-19 safety protocols have been determining factors in the rapid recovery of filming in the city. These figures show that Madrid continues to consolidate its position as a production centre of reference in southern Europe.
In terms of advertising, in 2021 the streets of Madrid were the backdrop for more than 350 commercials and 50 medium and large-scale advertising photo shoots. The city was thus chosen for the filming of campaigns for brands such as Amazon, Audi, Axe, Bankinter, Bbva, Beefeater, Bershka, BMW, Budweiser, Burger King, C&A, Cabify, Campofrío, Carrefour, Cervezas Alhambra, Citroën, Coca-Cola, Dacia, Danone, Decathlon, Deutsche Bank, Ecoembes, El Corte Ingles, Ford, La ONCE, Mapfre, Google, Hyundai, Iberdrola, Ikea, Jaguar, Jazztel, Jeep, Kellogs, KIA, La Caixa, Lexus, Línea Directa, Lotteries, McDonald’s, Mahou, Mercedes Benz, MG, Mitsubishi, Movistar, Nintendo, Nissan, Nokia, Orange, Renault, Repsol, Sabadell, Samsung, San Miguel, Schweppes, Seat, Skoda, Telefónica, Toyota, Uber, Vitaldent, Vodafonem, Volkswagen, Xiaomi, Zalando and Zara.
In 2021, Madrid Film Office assisted 397 projects (135 international and 262 national) with information and advice on location scouting, help in processing filming permits, coordination with different departments of the City Council and mediation with other administrations and institutions. These included 56 series, 34 films, 34 advertisements and 53 television programmes.
In relation to activities to promote the Madrid audiovisual sector and the city as a filming location, in 2021 the municipal office participated in 8 audiovisual festivals and markets, 4 of them international and 4 national: FITUR Screen (Madrid), European Film Market (Berlin), Marché du Film (Cannes), Conecta Fiction (Pamplona), Iberseries Platino Industria (Madrid), Series Mania (Lille), Shooting Locations Marketplace (Valladolid), Ventana Sur (Buenos Aires).
Madrid Film Office also reinforced its collaboration with festivals and events that promote industry meetings, professional training and the promotion and dissemination of Madrid’s audiovisual industry by sponsoring 7 events held in the city.
