Woody Allen during a recent European film event.
Credit : Denis Makarenko, Shutterstock
Madrid is stepping straight into the spotlight – and it’s doing it with one of the most talked-about names in cinema.
The regional government has confirmed it is putting €1.5 million into Woody Allen’s next feature film, hoping to turn the capital into a global movie backdrop and, ultimately, a tourist magnet. The move is part of a growing push for so-called cine-tourism – where fans travel to cities they’ve seen on screen – and officials believe a high-profile production could be the perfect showcase for the Spanish capital.
But this is no casual sponsorship deal. Every euro is tied to strict conditions, ensuring that Madrid is not just a filming location, but the clear star of the show.
Madrid takes centre stage
Under the agreement, Allen’s 51st film must be shot in Madrid and surrounding areas, using recognisable streets, buildings and landmarks. Even the title must give the city top billing: the word “Madrid” is required to appear in the film’s name.
The government contract, published online, describes the project as a form of “promotional sponsorship,” arguing that cinema can boost a destination’s international profile like few other tools. Officials insist that when a film highlights real, identifiable locations – to the point where the city becomes “almost a character” in the story – viewers remember it, and travellers follow.
The working title of the film is “Wasp 2026”, which stands for Woody Allen Summer Project 2026. Production is expected to wrap up by 31 December 2027.
The €1.5 million won’t be paid all at once. Instead, the money will be released in stages, linked to the film’s international performance. According to information reported by El País, one of the payments will only be made after the film premieres at a major festival, such as the Berlin International Film Festival or another event of similar standing.
In short, Madrid is paying not just for a movie, but for global exposure – with guarantees attached.
Spain’s second date with Woody Allen
This is not the first time Spain has turned to Allen to sell itself. Back in 2008, Barcelona’s city council and the Catalan government also invested €1.5 million in Vicky Cristina Barcelona. The film, starring Scarlett Johansson and Javier Bardem, painted the city as a bohemian, sun-soaked paradise and became a long-lasting tourism calling card.
Madrid is clearly hoping lightning strikes twice, this time in the capital. The idea is that Allen’s recognisable style — mixing city life, romance and introspection – could present Madrid to millions of viewers who may never have considered it as a holiday destination before.
A director who divides opinion
Yet the decision has not landed quietly.
Woody Allen’s reputation has suffered in recent years, following renewed attention on longstanding sexual abuse allegations brought by his adopted stepdaughter Dylan Farrow. Allen has strongly denied the claims and had previously been cleared of wrongdoing, but the allegations resurfaced during the #MeToo movement, reigniting public debate about his work and legacy.
The controversy had real consequences. In 2018, Amazon Studios scrapped a four-film deal worth $68 million, a major blow to the director’s US career. Since then, Allen has largely shifted his projects to Europe.
His most recent film, “Coup de Chance”, was shot in Paris and premiered at the Venice Film Festival in 2023, confirming that European backers remain willing to support his productions – controversy included.
A bold tourism gamble
For Madrid, this is a calculated risk. The city gains the global visibility that comes with a well-known filmmaker, but also accepts the controversy that follows him.
Government officials appear convinced the benefits outweigh the downsides. With contractual guarantees forcing the capital to feature prominently – from filming sites to the movie’s title – Madrid secured maximum bang for its €1.5 million investment.
Whether the gamble pays off will depend on the film’s reception and reach. If audiences connect with the story and the scenery, Madrid could enjoy the same tourism boost Barcelona once saw. If the controversy overshadows the production, the decision is likely to remain a talking point long after the cameras stop rolling.
For now, one thing is certain: Madrid has decided to put itself in front of the camera – and is betting that a famous filmmaker can convince the world to come and see the real thing.
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