A jury at Cannes Film Market has selected Cinema From Spain, a Spanish cinema promotion organization backed by support from the Spanish Institute for Foreign Trade (ICEX) and the Spanish Institute of Cinematography and the Audiovisual Arts (ICAA), as the winner of this year’s award for Best Pavilion Design.
In the context of an entirely digital market, participating organizations had to rethink everything when it came to promoting themselves in a democratic, online space where the rules of a physical market no longer apply.
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For Tito Rodríguez, marketing policy director at Spain’s Institute of Cinematography and the Audiovisual Arts (ICAA), the key was providing an online experience to match what Cinema From Spain is known for at physical markets.
“It was clear from the beginning we wanted to recreate the physical experience online,” he explained to Variety. “It