Campaign Profile

José Manuel Deus, MD at Spain’s Pedralonga Studios, outlines the advantages offered by the company’s new virtual studio, how the studio market is evolving and what Spain has to offer international producers.

How is the international demand for traditional studio space changing in Spain?
For years, Spain has been a favourite destination for international producers, and it’s easy to see why. Its mix of landscapes, climate, locations and attractive tax incentives make it an obvious choice for productions from all over the world.

But the expectations of producers have also evolved in recent years. What we’re seeing now is that they look for destinations able to combine technology, greater cost flexibility and sustainability. From that perspective, international demand is becoming more sophisticated, and Spain is responding to this shift by adapting its offer. The country is combining its traditional strengths with new capabilities in virtual production and hybrid workflows, where physical and digital environments work together naturally and seamlessly.

How has Pedralonga Estudios adapted its strategy to this changing market?
Pedralonga was created precisely to anticipate that change. From the very beginning, we wanted to bring together infrastructure, technology and talent under one roof, a model that could adapt to how the industry was evolving. We manage the Coruña Immersive Studio (CEI) with the ambition of making it a benchmark for virtual production in Southern Europe, but also a place for innovation, training and creative collaboration.

Being based in Galicia, a region with an incredible diversity of natural settings, gives us an additional advantage. The CEI is the perfect complement to any production that comes here whether it’s for physical shooting, digital environments or both. Our goal is to make sure that anyone coming to film in Galicia can find everything they need in one place: inspiring locations, natural beauty and cutting-edge technology all connected within the same ecosystem.

What advantages does the CEI have compared to traditional studio space?
The CEI offers a completely new way of producing. It’s the largest fully integrated virtual stage in Spain and one of the most advanced in Europe. Its 4K LED wall system, camera tracking and real-time rendering technology make it possible to create hyper-realistic environments without leaving the studio, saving both time and money. In fact, compared to a traditional location shoot, production costs can be reduced by up to 68% per shooting day, which makes a huge difference for any production schedule or budget.

But beyond the technology itself, what truly sets the CEI apart is its human and technical ecosystem: a team of highly specialised professionals, partner companies that are leaders in content production in Spain, and a strong commitment to sustainability. Galicia’s natural landscapes are spectacular, and the CEI extends that inspiration into the digital realm in a coherent and creative way. It doesn’t replace location shooting; it enhances, complements and connects it.

What partners came together to get the CEI financed and built?

The CEI is an initiative promoted by the Provincial Council of A Coruña (Deputación da Coruña), and the project has been co-financed by the Spanish government through the Next Generation EU Funds. Both institutions have made a strong commitment to strengthening the Galician audiovisual industry.

At Pedralonga Estudios, we have taken on the management and the responsibility of putting this facility at the service of producers. Behind Pedralonga stands a consortium of 10 Galician companies with extensive experience, including Vaca Films, Portocabo, Voz Audiovisual and Tex45, together with the Galician Audiovisual Cluster and the University of A Coruña. This public–private partnership has provided a solid foundation and a shared long-term vision for the project, helping to position Galicia as one of the most dynamic audiovisual regions in Southern Europe.

How has the market reacted to the launch of the CEI in September?
The response has been overwhelmingly positive. Since its presentation at the San Sebastián International Film Festival, the CEI has attracted a great deal of attention and genuine interest from production companies, agencies and brands, both in Spain and internationally. Its combination of technical excellence, creative flexibility and highly competitive rates has been particularly well received.

We’ve had constant enquiries from producers looking for spaces that can adapt to different types of projects, from advertising and television to feature films and branded content. This confirms to us that the market was ready for a facility like this. We’re genuinely pleased with the feedback so far. Galicia’s unique geography and light have always been a strength, and now, with the CEI, the region has an additional asset that helps attract more productions and consolidate its international presence.

What film and TV productions have been shot at the CEI?

For confidentiality reasons, we can’t yet reveal specific titles until the shoots are completed, but the first few months have been very active. We’ve already hosted international advertising productions, technical tests for film and television projects, and are currently accommodating the shoot of a feature film for a global streaming platform. In parallel, we’re also developing a training programme in collaboration with the University of A Coruña, because we believe that technology only makes sense when it goes hand in hand with well-prepared, creative talent. The aim is to build a strong local knowledge base that benefits both the Galician industry and the productions that choose to work here.

How do you plan to expand the CEI and Pedralonga in 2026?

2026 will be a key year of growth for Pedralonga Estudios. The CEI is located within the Cidade das TIC technology park in A Coruña, and we’re now expanding the facilities with the construction of two large-scale sound stages – one measuring 2,500m² and the other 2,000m² – scheduled to open in the summer. These new stages will allow us to consolidate a fully integrated audiovisual hub, combining physical, outdoor and virtual production, along with post-production and technical training. The idea is to offer production companies a complete ecosystem – a place where creativity, technology and natural landscapes come together. Galicia’s natural and cultural richness is immense, and our goal is to connect it with cutting-edge technology to create one of the most innovative production environments in Europe.

What has been the impact of the end of Peak TV on production volumes in Spain?

We’re fully aware that the industry is entering a phase marked by greater rationality and efficiency. There’s less being produced overall, but with higher quality, tighter budgets and more careful cost control. From our perspective, that shift is not necessarily negative; it’s leading to more focused, creative and well-planned projects. In that context, infrastructures like the CEI offer a clear advantage. By bringing several processes together under one roof, we help production companies save both time and resources, while maintaining – and often enhancing – the artistic and technical quality of their work. It’s about making production more sustainable, both economically and creatively.

What are your thoughts on the government incentives to attract productions to Spain?

As we mentioned earlier, Spain is objectively a very competitive country for production but, from my experience and the feedback we’ve received from producers who have come to Spain to shoot, incentives alone are not enough. What really makes Spain attractive for them is a combination of factors: the diversity of its locations, the climate and light, excellent infrastructure across the country, the global connectivity of its airports, and the largest high-speed rail network in Europe.

To this, we can add other key elements – such as an outstanding public and private healthcare system, a high standard of living, and the legal stability that comes with being part of the EU. Together, these factors create an exceptionally solid foundation for any production. But beyond all that, I’d say one of Spain’s greatest strengths is the talent of its creative and technical teams. Their expertise has earned growing recognition among international producers, and that reputation – supported by competitive tax incentives – has played a major role in the sector’s sustained growth in recent years.

How will the growth of AI change the international studio market?

AI is already part of many production processes, and its impact will only continue to grow. From my perspective, it’s a tool that expands creative possibilities and helps us work more efficiently, rather than something to be feared. Applied to studio production, AI will make it easier to plan, pre-visualise and optimise shoots, both on set and on location. It can save time, anticipate problems and enhance creative decision-making.

What really matters, though, is maintaining the right balance, using technology to empower human creativity, not to replace it. The future will come from combining AI, XR and human talent to keep telling stories in new ways, stories that are not only more visually ambitious, but also more efficient and sustainable for everyone involved.