Andalucía has successfully wrapped up the second edition of the San Diego Comic-Con Málaga, which took place over four days, establishing the region as a significant player in the international pop culture and creative industries scene. The event, organized by the regional government’s Ministry of Tourism, Justice, Deregulation, and Local Administration, facilitated nearly 200 commercial contacts through its professional program, DUNA (Developing Universal Narratives from Andalusia).
Manuel Gavira, the second vice president and minister, emphasized the event's potential to enhance the region's image and attract a diverse range of travelers while positioning Andalusian companies as leaders in the industry.
Throughout the convention, around 40 audiovisual and tourism companies from Andalucía engaged with representatives from leading international production houses. Participating businesses included small and medium-sized enterprises (SMEs) involved in production, communication, hospitality, video game development, event spaces, visual effects, artificial intelligence, animation, nautical tourism, and event organization.
Notable attendees included professionals from companies such as A Film Location Company, Calle Cruzada, and La Sierra Produce, who have experience working on acclaimed productions like Game of Thrones, The Crown, Venom, and La Casa de Papel.
The primary goal of the meetings, in collaboration with the convention and Andalucía Film Office, was to create business opportunities, foster the growth of creative industries, and establish Andalucía as a prominent film and audiovisual destination.
Additionally, the Ministry introduced a new communication initiative targeting young audiences, featuring an innovative audiovisual piece with music by composer Hans Zimmer. This animated short film, created by the creative agency Ogilvy, showcases a young girl named Mitsuki immersed in an adventure video game inspired by Andalucía.
The film combines live-action with various animation styles, depicting iconic Andalusian elements such as the Baroque architecture of Seville, the legend of Atlantis in the Gulf of Cádiz, and cultural symbols from Málaga, Granada, Jaén, and Huelva.
Furthermore, an inverse action was organized, bringing together eight journalists from markets including France, China, Germany, Belgium, and the United States, to experience the destination firsthand and visit the convention. This press trip aims to enhance Andalucía's international profile as a creative destination offering unique and authentic experiences.
The communication strategy during the convention focused on audiovisual production and the appeal of video games, highlighting landscapes that have inspired various interactive experiences popular among audiences. Selected locations for these content pieces included the Triana Bridge, the Royal Alcázar, and the Mosque-Cathedral of Córdoba, as well as the Alhambra in Assassin's Creed and the Giralda in Sim City.
The San Diego Comic-Con, supported by the Ministry and co-financed by the Feder Andalucía 2021-2027 program, is set to expand significantly, including an additional exhibition hall of over 9,000 square meters and a larger artist area.
