In a bustling studio outside Madrid, Netflix is blending traditional craft with modern innovation. The streaming giant aims to create a worthy successor to its global hit Money Heist.
Billionaires’ Bunker Premiere
Its latest Spanish blockbuster, Billionaires’ Bunker, premieres Friday. The story takes place in a vast underground fortress with gyms, gardens, and an upscale restaurant. With this release, Netflix is making another bold push for international success.
The goal is to recreate the magic of Money Heist. That series followed clever robbers targeting Spain’s national mint. Released in 2017, it became Netflix’s first non-English global hit and redefined the company’s approach to local productions.
Miguel Amoedo, artistic director of Billionaires’ Bunker, described Money Heist as “the turning point of the industry.” He emphasized that the team now holds “the recipe” for repeating its success.
Spain’s Growing Production Hub
Since 2017, nearly 1,000 Netflix titles have been filmed in Spain. As a result, the country has established itself as a rising powerhouse in audiovisual production.
In addition, co-chief executive Ted Sarandos noted that Spanish titles generated over five billion viewing hours in 2024 alone. This achievement shows the strong global appeal of Spain-based storytelling.
Screenwriters Álex Pina and Esther Martínez Lobato created Money Heist, its spin-off Berlin, and Sky Rojo. Their success highlights how local settings can achieve worldwide stardom.
“I am always surprised by the power of how a local story can be universal,” Pina told reporters. He also stressed that Netflix never asked them to adapt the narrative or alter the characters.
Meanwhile, Victor Martí, head of production, added: “We are proud to work from this narrow angle and share our local storytelling with the world.”
Expansion and Investment
Netflix entered the Spanish market in 2015. By 2019, it had opened its first studio outside the U.S. in Madrid, confirming Spain’s importance in its European strategy.
Furthermore, in June, the company pledged more than one billion euros ($1.2 billion) for Spanish productions through 2029. This long-term commitment reflects Netflix’s confidence in Spain’s creative potential.
The Tres Cantos studio combines traditional sets with cutting-edge digital stages. Spanning 22,000 square metres (236,000 square feet), it allows Netflix to push the limits of production.
For instance, a massive LED wall, 30 metres long and six metres high, projects vivid backdrops such as clouds, skyscrapers, or winding country roads.
“We have a little bit of everything here to shoot and produce,” Martí explained. “In fact, we are testing many technologies for the first time.”
Finally, Amoedo noted that this technology helps close the gap between Spanish cinema and Hollywood. He added that 80 percent of Billionaires’ Bunker was filmed indoors, thanks to these innovations.
