New York, Paris, Barcelona, Rome, London and now Madrid. Woody Allen’s next feature film will place Spain’s capital firmly in the spotlight, as it will become far more than simply a filming location.
The Oscar-winning filmmaker’s 51st movie, scheduled to begin shooting on October 5, is being backed by Madrid City Council as part of a strategy to strengthen the city’s international profile as a cultural, creative and tourism destination.
The romantic ensemble comedy remains largely under wraps, with neither the cast nor storyline revealed. However, producers have confirmed that Madrid itself will play a starring role, joining other iconic cities closely associated with Allen’s films.
The future movie marks Allen’s third production in Spain following Vicky Cristina Barcelona and Rifkin’s Festival, but it will be the first time one of his stories is set entirely in Madrid.
“I will be very happy to return to Spain,” Allen said when the project was first announced. “This will be my third time shooting there and my first chance to make a film in Madrid, a city I have always loved.“
Photo taken from the movie ‘Fading Gigolo’ (2013), from Woody Allen
(Source: Portal web Ayuntamiento de Madrid)
City bets on screen tourism
Madrid City Council is investing €1.5 million in the production, representing 12.5% of the film’s €12 million budget. Officials see the project as a strategic investment to showcase the city to audiences worldwide while supporting its growing screen tourism sector.
Under the agreement, the movie’s final title must include the word “Madrid,” ensuring the destination remains closely linked with the production. The working title is currently WASP 2026 (Woody Allen Summer Project).
At least 15% of all scenes will be filmed outdoors, highlighting Madrid’s streets, landmarks, architecture and cultural heritage. The production will complete all pre-production and principal photography in the Spanish capital, while post-production will be shared between Madrid and New York.
Nearly 79% of the overall production budget—around €9.46 million—is expected to be spent locally, generating an estimated 1,196 direct jobs and a further 2,293 indirect positions across hospitality, transportation, accommodation, logistics and audiovisual services.
City officials believe the global exposure generated by one of Allen’s films, released theatrically and on streaming platforms, will help attract more international visitors while encouraging future investment and business opportunities.
Screen tourism has become an increasingly valuable segment of the global travel industry. It currently attracts around 100 million travelers annually. Industry forecasts suggest the market could generate over €122 billion by 2032.
Following completion, it is expected to premiere at a major international film festival before opening in three key international cities.
With four Academy Awards and 24 Oscar nominations for Best Director or Best Original Screenplay, 90-year old Allen remains one of cinema’s most recognizable filmmakers. Madrid now hopes its starring role in his latest production will inspire millions of moviegoers to the city.
