variety.com
11.02.2022 / 20:55
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ICEX Gains New Look as it Heightens Ambitions
John Hopewell Chief International CorrespondentWhat’s in a Name? Or its design?Quite a lot if you’ve just become one of the prime drivers in a €1.6 billion ($1.8 billion) drive to turn your country into one of the foremost film-TV hubs in Europe.For years, at markets, ICEX Spain Trade & Investment, the country’s export and inward investment board, emblazoned its Cannes and Mipcom stands with branded logos Cinema From Spain and Audiovisual from Spain, decked out in bold colours of the Spanish national flag.From 2022, as Spanish series and movies – “Money Heist” (Part 4, 65 million households), “The Platform,” (56 million), “Below Zero” (47 million), “Elite” (Season 4, 37 million) – scored huge audiences on Netflix, the most global of global platforms, ICEX has become a central player in Spain’s PSOE government Spain AVS Hub Plan. Tabbed at a total $1.8 billion in finance, it aims to ramp up film-TV production, exports and Spain’s big shoot scene.