From 29 September to 2 October 2026, Madrid will host the sixth edition of Iberseries & Platino Industria, with Mexico as the featured country.
The event's organisers are promoting the country as a location for fiction and non-fiction production. Guillermo Saldaña of the Mexico City Film Commission made the clearest case for that pitch.
His phrase was blunt: "Producing in Mexico is awesome." He said it during the discussion titled 'México, país en foco'. It was not a slogan prepared for a brochure.
Adriana Castillo moderated the session and asked Saldaña why producers should choose Mexico. His answer came quickly: "Because it's awesome."
That exchange sharpened the festival's wider message: Mexico wants producers to consider its ability to host scripted projects and non-fiction work.
Madrid is the setting for the pitch. EGEDA and Fundación Secuoya organise the event, with support from Madrid's audiovisual institutions. Professionals from across the Ibero-American audiovisual industry are expected to attend.
Screen Daily reported that the Mexican delegation exceeds 120 professionals, making it the second-largest national delegation after Spain.
The Hollywood Reporter reports that IMCINE is expected to present EFICA, Mexico’s new audiovisual tax incentive, as part of the country's offer to international producers. The measure is being positioned alongside infrastructure and technical talent, with established international links also part of the offer.
The festival is presenting its position, with no completed productions announced. Its programme does not identify a particular series or film as approved or moved to Mexico, and gives no individual production budgets or confirmed shoots.
There is a concrete business case behind the headline quote. EFE reporting published by Infobae says Saldaña described Mexico City as a place working to make filming more orderly through support between institutions.
He also cited 533 million dollars in revenue from audiovisual productions in the city last year. That figure supports Mexico City's case as a production hub.
The country's offer rests on more than incentives. The Hollywood Reporter and the festival's organisers point to Mexico's scale and coproduction potential, alongside its infrastructure. They also cite technical talent with international connections, and point to the country's stories and creative talent.
EFICA is expected to add a policy element, giving producers a specific incentive to consider alongside Mexico's existing production capacity.
Madrid is competing too, with local authorities promoting the Spanish capital as a global audiovisual hub.
Mexico's spotlight is part of a wider contest for international projects and partnerships, with investment also at stake. The festival gives the country a showcase and lets production centres compete for future work.
The production focus differs from the subject of tour earnings discussed in an earlier report. No completed release or individual deal is at issue; Mexico is presenting its production environment to international decision-makers.
