MONDAY 17 MARCH
Free admission until full capacity is reached
 
12:30 pm - 2:00 pm. La Villa del Mar Auditorium
STORYTELLING OF THE FUTURE
Round table: new formats and new disciplines.
 
12:30 pm - 2:00 pm. Salón Biznaga
CONVERGENCE OF CONTENT AND TECHNOLOGY
Workshop : Generative AI for the Audiovisual industry
Presented by: Freepik
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
STORYTELLING OF THE FUTURE
Chill Out & VR: Demonstration of extended reality content.

12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
GAMING AND IMMERSIVE EXPERIENCES
Space Robotics Showcase
In collaboration with BeByte - El Polo Digital
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
INDUSTRY
Industry consultancy and activities
Presented by Creative Europe MEDIA Andalusia
  
4:00 pm - 5:00 pm. La Villa del Mar Auditorium
GAMING AND IMMERSIVE EXPERIENCES
Filmmaking from the world of video games. Talk with the director of RETAP, award-winning short film at the Festival de Málaga.
Presented by: EVAD
 
5:00 pm - 6:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Round table: Generative AI. Experiences of Image and Music for the Audiovisual Industry 
 
5:00 pm - 6:00 pm. Salón Biznaga
CONVERGENCE OF CONTENT AND TECHNOLOGY
VFX supervision in film: create the world you imagine.
Presented by: ECAM
 
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TUESDAY 18 MARCH
Free admission until full capacity is reached

11:00 – 11:15 am. WELCOME 
IPG Mediabrands Entertainment is the IPG Mediabrands Group unit specialising in the development of major entertainment projects. 
In an environment where we compete for consumer attention, it is essential to create entertainment brands that set up apart, and to develop new models of collaboration and strategic alliances.

Presented by
Poncho García-Valenzuela. Managing Director IPG Mediabrands

11:15 am - 11:45 am La Villa del Mar Auditorium
BRANDING
Welcome and Talk: The art of making industry
All available resources are useful to grow and evolve the industry.  The active involvement of new actors, to date alien to the audiovisual environment, can transform how we understand the business and festivals will play a fundamental role in this.

Participants
José Luis Rebordinos. Director of the San Sebastian International Film Festival, SSIFF
Poncho García-Valenzuela. Managing Director IPG Mediabrands Entertainment

12:00 pm - 1:00 pm La Villa del Mar Auditorium
BRANDING
Talk: From ephemeral audiovisual content to entertainment brand.
In an environment increasingly saturated with content, where we spend more than 2 days a year choosing what to watch, it is essential to have a global view of each audiovisual project in order to understand how to stand out and maximise economic performance.

Guests:
Pilar Benito. CEO of Morena Film
Rosa Pérez. Executive Producer Atresmedia Cine
Luis Manso. Founding Partner and Executive Producer of Pendelton Films
José Pastor. Director of Film and Fiction at RTVE

 
12:30 pm - 1:00 pm. Salón Biznaga
STORYTELLING OF THE FUTURE
Start of Impromptu IA with content creators and filmmaker
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
STORYTELLING OF THE FUTURE
Chill Out & VR: Demonstration of extended reality content.
Presented by SHAKTIMETTA productions
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
GAMING AND IMMERSIVE EXPERIENCES
Demo of immersive live streaming formats
In collaboration with: YBVR-El Polo Digital
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
INDUSTRY
Industry consultancy and activities
Presented by Creative Europe MEDIA Andalusia
 
1:00 pm - 2:00 pm. Salón Biznaga
GAMING AND IMMERSIVE EXPERIENCES
Workshop: Immersive live streaming formats.
In collaboration with: YBVR-El Polo Digital
 
1:15 pm - 1:45 pm. La Villa del Mar Auditorium
Talk: The science of getting more people into the cinema or onto platforms
BRANDING
How new technologies allow us to anticipate, measure and sophisticate decision-making throughout the process of developing audiovisual content with the aim of attracting audiences to theatres or on-demand content.    
Presented by
Mapi Merchante. Chief Strategy Officer IPG Mediabrands
Diego Blanco. Head of Brand Entertainment IPG Mediabrands Entertainment

4:00 - 4:15 pm. Introduction to the afternoon session
Brand Entertainment or the power of brands to create and/or co-produce entertainment content

Presented by
Poncho García-Valenzuela. Managing Director IPG Mediabrands Entertainment

4:15 pm - 5:00 pm La Villa del Mar Auditorium
BRANDING
Welcome and talk: Transforming the role of brands in the entertainment industry
A reflection on collaboration models that allow us to build more strategic, profitable and sustainable alliances over time between advertisers, producers and distributors.

Moderator
Diego Blanco. Head of Brand Entertainment IPG Mediabrands Entertainment

Guests
Ainhoa Ginestal. Caser Brand Manager
Annaïs Durand. TOUS Brand Development Director
Luis Manso. Founding Partner and Executive Producer of Pendelton Films
Javier Mendez. Head of Film & Scripted Content at Mediapro Studios

4:00 pm - 5:00 pm. Salón Biznaga
CONVERGENCE OF CONTENT AND TECHNOLOGY
Round table on volumetric capture and project premiere
Presented by SHAKTIMETTA productions and MixOnReality
 
5:00 pm - 5:40 pm. La Villa del Mar Auditorium
BRANDING
Talk: From disruption model to choice model
Canary Islands Tourism, a new player in the international entertainment industry. A review of the transformation pillars of its global communication strategy.

Presented by
Nacho Cámara (Head of Brand Entertainment at IPG Mediabrands Entertainment)
Elena González (Canary Islands Tourism Brand Manager)

 
5:00 pm - 5:45 pm. Salón Biznaga
STORYTELLING OF THE FUTURE
Screening: Première of a project in volumetric capture directing by JO SOL, produced by MIxOnReality
 
5:45 pm - 6:30 pm. La Villa del Mar Auditorium
BRANDING
Talk: Sport Entertainment or how to contribute to the consolidation of a new category of sports content with a brand boost
The sports industry is undergoing a process of growth and transformation driven by the attention economy. How football and other sports are looking for new models to connect with new digital audiences.

Moderator
Pablo Pinto (sports journalist Cuatro, DAZN, etc.)

Participants
Elena González. Canary Islands Tourism Brand Manager
David Quintana. CEO of Wakai Media Group
Eugenio Blanco González. VP Content Engagement Dazn Spain

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WEDNESDAY 19 MARCH
Free admission until full capacity is reached
 
11:30 am - 12:30 pm. Salón Biznaga
BRANDING
Workshop: From paper to armchair. Neuro-research techniques to measure and anticipate the impact of audiovisual content.
A tool from IPG Mediabrands Entertainment to detect unconscious reactions and extract data to improve decision making in film editing, content marketing generation and strategic media planning.

Presented by
Mapi Merchante. Chief Strategy Officer IPG Mediabrands
 
12:30 pm - 1:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Demo of volumetric capture technology and masterclass on volumetric capture experiences
Presented by SHAKTIMETTA productions and MixOnReality
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm. Experiential Zone (Plaza de La Malagueta)
STORYTELLING OF THE FUTURE
Chill Out & VR: Demonstration of extended reality content.
Presented by SHAKTIMETTA productions
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm. Experiential Zone (Plaza de La Malagueta)
GAMING AND IMMERSIVE EXPERIENCES
Narrative video games showcase
Presented by EVAD

12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
INDUSTRY
Industry consultancy and activities
Presented by Creative Europe MEDIA Andalusia
 
12:30 pm - 2:00 pm. Salón Biznaga
BRANDING
II BRAND ENTERTAINMENT MARKETING workday
Workshop : Social Media As An Ally Of Independent Film
In collaboration with ECAM

12:30 pm - 1:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Volumetric Capture Technology Demo
 
1:00 pm - 2:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Masterclass on volumetric capture experiences
 
4:00 pm - 5:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Round table: Artificial intelligence in the creative industries
Presented by: Google
 
4:30 PM - 6:00 pm. Salón Biznaga
BRANDING
II BRAND ENTERTAINMENT MARKETING workday
First "Young branded pitching
Organised by CØLLAGE in collaboration with PUBLICIS REBELLION.
 
5:00 pm - 6:00 pm. La Villa del Mar Auditorium
STORYTELLING OF THE FUTURE
Demo: Close of Impromptu IA with content creators and filmmaker 
 
​_______________________________________


THURSDAY 20 MARCH
Free admission until full capacity is reached
 
11:00 am - 12:30 pm. La Villa del Mar Auditorium
BRANDING
II BRAND ENTERTAINMENT MARKETING workday
Panel discussion: New Avenues for Funding: Brands, Funds and Venture Capital.
With the collaboration of Film Financing Market
Presented by: BCMA Spain, Film Madrid, Film Financing Market and Mediabrands
 
12:30 pm - 1:30 pm. La Villa del Mar Auditorium
BRANDING
II BRAND ENTERTAINMENT MARKETING workday
Panel discussion: Redefining the impact of Entertainment Marketing.
With the collaboration of Film Madrid
Presented by: BCMA Spain, Film Madrid, Film Financing Market and Mediabrands
  
12:30 pm - 2:00 pm. Sala Biznaga
GAMING AND IMMERSIVE EXPERIENCES
Illustration masterclass: character creation for anime - 2D art
Presented by: EVAD
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm. Experiential Zone (Plaza de La Malagueta)
STORYTELLING OF THE FUTURE
Chill Out & VR: Demonstration of extended reality content.
Presented by SHAKTIMETTA productions
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm. Experiential Zone (Plaza de La Malagueta)
GAMING AND IMMERSIVE EXPERIENCES
Narrative video games showcase
Presented by EVAD 

12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
INDUSTRY
Industry consultancy and activities
Presented by Creative Europe MEDIA Andalusia
 
4:00 pm - 5:00 pm. Salón Biznaga
GAMING AND IMMERSIVE EXPERIENCES
Animation masterclass: character creation frame by frame
Presented by: EVAD 
 
4:15 pm - 5:00 pm. La Villa del Mar Auditorium
BRANDING
II BRAND ENTERTAINMENT MARKETING workday
Talk The classic Golf Cup: Keys to building a brand from
entertainment
With the collaboration of: IPG Mediabrands
Presented by: BCMA Spain, Film Madrid, Film Financing Market and Mediabrands
  
5:00 pm - 6:00 pm. La Villa del Mar Auditorium
BRANDING
Panel discussion: The Impact of AI on Content Marketing
With the collaboration of: BCMA Spain and Film Madrid
Presented by: BCMA Spain, Film Madrid, Film Financing Market and Mediabrands
 
5:00 pm - 6:00 pm. Salón Biznaga
CONVERGENCE OF CONTENT AND TECHNOLOGY
Workshop: How to embrace generative AI without neglecting creativity
Presented by: Freepik
 
6:00 pm - 6:45 pm. La Villa del Mar Auditorium
BRANDING
Talk: BCMA, The Home of Branded Content
Presented by: BCMA Spain, Film Madrid, Film Financing Market and Mediabrands
 

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FRIDAY 21 MARCH
Free admission until full capacity is reached
 
12:30 pm - 2:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Workshop on Cryptocurrency and its uses in the Audiovisual Industry
Presented by: Flixxo 
 
12:30 pm - 2:00 pm. Salón Biznaga
STORYTELLING OF THE FUTURE
Workshop: A non-linear story in which the user chooses the ending
Presented by: EVAD
  
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm. Experiential Zone (Plaza de La Malagueta)
STORYTELLING OF THE FUTURE
Chill Out & VR: Demonstration of extended reality content.
Presented by SHAKTIMETTA productions
 
12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm. Experiential Zone (Plaza de La Malagueta)
GAMING AND IMMERSIVE EXPERIENCES
Narrative video games showcase
Presented by EVAD

12:30 pm - 2:00 pm / 4:00 pm - 6:00 pm Experiential Zone (Plaza de La Malagueta)
INDUSTRY
Industry consultancy and activities
Presented by Creative Europe MEDIA Andalusia
 
4:00 pm - 5:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Round Table "What are cryptocurrencies used for in the audiovisual industry?".
Presented by: Flixxo
 
4:00 pm - 5:00 pm. La Villa del Mar Auditorium
CONVERGENCE OF CONTENT AND TECHNOLOGY
Round table: What are cryptocurrencies used for in the Audiovisual Industry?
Presented by: Flixxo

4:00 pm - 5:00 pm. Salón Biznaga
STORYTELLING OF THE FUTURE
Workshop on future design "Audiovisual Industry and Technology".
 
5:00 pm - 6:00 pm. Salón Biznaga
SOCIAL AND ETHICAL IMPACT OF TECHNOLOGY
Round table: Slaves or masters of the algorithm?
Presented by: Flixxo
 
5:00 pm - 6:00 pm. La Villa del Mar Auditorium
GAMING AND IMMERSIVE EXPERIENCES
Talk: Barça Games, sport and video games