Industry

The Madrid Audiovisual Cluster brought together producers, platforms, studios, consultants, financial institutions, academics and media professionals for the second edition of Un planeta de cine. El camino hacia una industria responsable, an event focused on advancing sustainability across the audiovisual sector.
Held at the Creative Campus of Universidad Europea de Madrid, the conference explored key industry challenges including virtual production, circular economy practices and sustainability communication. The event was organized in collaboration with Mrs. Greenfilm, Universidad Europea de Madrid and Triodos Bank, with support from the Community of Madrid and Madrid City Council.

The virtual production panel featured Rhoda Wainwright, partner at Mrs. Greenfilm, and Manuel Ramírez, president of El Ranchito and board member of the Madrid Audiovisual Cluster representing Pixel Cluster Madrid. The discussion examined how emerging technologies can help reduce productions’ environmental footprint, while assessing the advantages and challenges of virtual production compared with location shooting.
The circular economy session brought together Tamara Criado, partner at MRG Abogados; Paula del Villar Santamaría, Eco Manager at Secuoya Studios; and Rafael González, partner at Antiguo Rincón/Madera Escénica. Panelists shared case studies on set recycling, material reuse and sustainable production management, as well as the legal considerations surrounding the reuse of production assets.

A third panel focused on sustainability communication and featured Ana Cerezo, head of Corporate Image at Mediaset; Bea Morillas, head of Sustainability for Original Fiction Production at Movistar Plus+; Luis Martínez, journalist at El Mundo; and producer Mariano Baratech of El Gato Verde. The discussion explored how companies and organizations can communicate sustainability initiatives effectively while avoiding greenwashing and building audience engagement.
The event concluded with a Design Thinking workshop led by Paloma Andrés Urrutia, partner at Mrs. Greenfilm, aimed at identifying barriers to sustainability communication and developing new approaches to making the topic more relevant and accessible to media and audiences.

The Madrid Audiovisual Cluster said the event reinforces its commitment to fostering a more sustainable, innovative and competitive audiovisual industry as the sector adapts to evolving regulatory, environmental and social expectations.