Extended reality, synthetic cinema and new audiovisual horizons in Villa del Mar
A new module in the experiential zone, AI filming and talks with YouTube and Freepik professionals were the highlights of the day.
A new module opened its doors today in Plaza de la Malagueta, which broadens the horizons of La Villa del Mar. This is a new exhibition of expanded reality that envelops spectators in 360º environments, in a day that was complemented by an agenda of workshops on new technologies applied to creative processes and the cinema to come.
Coinciding with this new development, Javi de la Chica and Pablo Escobedo led a workshop on learning how to shoot with artificial intelligence, which they call synthetic cinema. They presented their ways of working with the Midjourney and Nano Banana tools, as well as examples of their work: the short films El forastero (de la Chica) and 37 años y 374 días (Escobedo), which received multiple applause for their originality.
The activity was completed with the event Birras Sintéticas, an event that brought together creative minds and experts from the sector to share ideas and connect in a relaxed atmosphere.
The YouTube talk focused on analysing the platform for disseminating audiovisual projects. Miguel Wiener and Vicky Cazalla, Strategic Partner of the company, shed light on how it can be a great ally for the growth of new talents, as were the Hack Malaga attendees who attended the session.
Samantha Andrin, graphic designer at Freepik, focused her workshop on creating AI agents that generate a simultaneous workflow through the creation of an appropriate prompt anatomy.
Continuing with the analysis of new viewer habits, Pía Beuhmaras, a virtual reality producer, explored how the change in consumer patterns is transforming the relationship between creators and audiences, and offered attendees an activity to identify their ideal user, design their journey and define their value proposition.
To adapt to this new paradigm, filmmaker Franc Aleu used his own experience to discuss how to integrate new formats such as augmented reality or video mapping and artificial intelligence to overcome the limits of conventional audiovisuals.
With an eye on the future, Ibermedia Next organised a session on the evolution of the animation sector, highlighting the role of this programme in connecting Ibero-American companies to join forces and create this type of cinema. The round table, moderated by Jara Ayúcar, director of marketing policy at the ICAA, was attended by Spanish and Latin American producers who shared real examples of successful co-productions.
All talks and interviews with experts are available on the YouTube channel: Málaga Audiovisual Tech.
Branding, Thursday's focus
The activity at La Villa del Mar will continue on 12 March with the third edition of Brand Marketing Day, a day dedicated to discussing the trends and aspirations of the sector through success stories such as the Andorra Cycling Masters. The day will also feature new talks and workshops, including one by Freepik on the use of generative AI in creative processes.
The schedule is available on the Festival website.
La Villa del Mar is organised by the Festival de Málaga in collaboration with El Polo Digital and the Ministry of Culture, and is sponsored by Google and Olin.
