La Villa del Mar, on La Malagueta beach, is the new space created by the Festival de Málaga in collaboration with the Digital Hub to showcase the synergies between the audiovisual and cultural industry and new technologies, and explore the possibilities they offer. In short, it will be the meeting point where entertainment, technology, creativity and sustainability come together with the audiovisual world.
 
In a versatile, dynamic environment, from 15 to 22 March, La Villa del Mar will be hosting conferences, workshops, showcases, brand activations, immersive experiences, networking and conferences, as well as other events and activities, offering a unique showcase for companies and creators looking to connect with the future of entertainment.
 
La Villa del Mar’s programme is divided into five areas: Storytelling for the Future, Convergence of Content and Technology, Gaming and Immersive Experiences, Branding, and Social and Ethical Impact of Technology.

Storytelling for the Future will present different panels, round tables and content exhibition. Topics to be covered include new 360 immersive narratives; virtual reality and the XR environment; ‘Impromptu AI’, a challenge to content creators working with artificial intelligence and a director to create a short film in 48 hours; and a workshop on narratives for video games. It will also be the setting for the premiere of Diarios de Locura (Diaries of Madness), by Jo Sol working with Janet Novás and Lali Aiguadé, the first Spanish project to be presented in 360 stereoscopic.

Convergence of Content and Technology will feature masterclasses on illustration and 2D animation, showcases on generative artificial intelligence tools for content creation and round tables on their application in other audiovisual production disciplines; the growth of the VFX industry in Spain; workshops on cryptocurrencies; and demos of immersive formats, as well as other formats.

Under the heading  Gaming and Immersive Experiences, there will be 2D animation workshops, video game presentations and talks on robotics and education, immersive streaming formats and narrative video games, as well as other activities.

Branding will also occupy its own space through talks on topics like the future of the industry and festivals, keys to creating relevant and profitable films, neuro-research, the impact of Entertainment Marketing, and the importance of social networks when launching a film. In addition, the finalists of Hack Málaga will present their projects.

The second edition of Brand Entertainment Marketing, which will take place on 20 March, is also part of the Branding activities. During the conference, aspects such as new ways of financing, the challenges faced by entertainment marketing and the impact of artificial intelligence on content marketing will be discussed.

Finally, under Social and Ethical Impact of Technology a round table has been organised on “Slaves or masters of the algorithm?” regarding the influence technology has on content creators.

Experiential area in Plaza de La Malagueta square
Outside La Villa del Mar, in the experiential area located in Plaza de la Malagueta square, there will be activities like VR viewings with a selection of 360 stereoscopic pieces and a meet-up between the public and participants, as well as proposals produced in extended reality as part of the Storytelling for the Future programme.

There will be showcases presenting generative artificial intelligence tools under the theme of Convergence of Content and Technology, and narrative video games, immersive streaming formats in Gaming and Immersive Experiences, and many more activities.

The public will also be able to meet Victoria la Malagueña, the 3D avatar that tells you everything you need to know about the Festival de Málaga on 15 and 16 March.

Finally, Malagueta Beach (next to the Antonio Martín restaurant) will be the stage for open-air concerts between 15 and 19 March with sponsorship from Repsol.

Details about the programme can be found at (link to https://festivaldemalaga.com/edicion/actividades/programa-la-villa-del-mar)
 
La Villa del Mar is organised by the Festival de Málaga and the Polo Digital, with collaboration from Google, Mediabrands , Iryo, Repsol, Evad y Olin.