CUPRA Makes History at Sitges Film Festival 2025 with Nationwide Livestream
The opening night of the 58th Sitges Film Festival (October 9-19) marked CUPRA's third consecutive year as the event's official Automotive Partner. The platform was used to premiere Señuelo, a short film written and directed by Martha G. Ayerbe and produced by CUPRA as a winning project from the first edition of The Dream Makers contest.
Following the opening gala, CUPRA and Sitges launched a historic, first-of-its-kind broadcast. The screening of Señuelo and the subsequent premiere of Vieja Loca (produced by CUPRA ambassador J.A. Bayona) were sent live to a network of over 70 cinemas nationwide. This initiative allowed thousands of film fans across Spain to participate in the festival's opening night, which also included the presentation of the Grand Honorary Award to Carmen Maura.
This commitment to cinematic talent is further solidified by a € 20,000 grant that CUPRA will award to the Best Film in the Official Fantastic In-Competition Section, directly supporting its national distribution.
A Platform for the Rebellious Spirit
CUPRA's brand leadership views cinema as a tool to challenge the status quo. The partnership with Sitges provides a vital platform for emerging artists who share this rebellious spirit and seek to tell stories that provoke and resonate emotionally.
This vision is shared by the festival's direction, which positions Sitges as a launchpad for rising artists. The collaboration is seen as essential for breaking down barriers for young filmmakers and empowering new talent.
The Dreams Makers: “Señuelo” Premieres
Señuelo is one of the first winning projects from The Dream Makers, an initiative by the SEAT CUPRA Foundation in collaboration with J.A. Bayona and ESCAC. It was selected from 400 submissions across 15 countries.
The film premiered before a capacity crowd of 1,400 people in the Meliá Sitges Auditorium. It is a powerful critique of masculinity through the innocent eyes of a child, blending fantasy cinema with a complex father-son relationship set in the world of hunting. Martha G. Ayerbe described the process as transformative, thanking CUPRA for making her dream a reality.
The first edition of The Dream Makers featured two contests: the Short Film Contest, and a Film Studies Contest which awarded a full scholarship to ESCAC.
The second awarded short film, Homing, is set to premiere soon. Conceived by Hansel Rodrigues and Lizzie Atherton (UK), this story explores the narratives surrounding immigration and the limits of political correctness.
Following this success, CUPRA has announced the second edition of the Dream Makers Short Film Contest, this time in collaboration with the Berlin Film Festival and Studio Babelsberg, with winners to be announced at the 2026 Berlinale.
CUPRA’s Commitment to Film Distribution
CUPRA's commitment to new talent is a core part of its mission. The first edition of The Dream Makers, an initiative by the SEAT CUPRA Foundation, was built in two parts: a Short Film Contest to bring new stories to the screen, and a Film Studies Contest that awarded a full scholarship to the prestigious ESCAC.
This is only the beginning. CUPRA has already announced the second edition of the Dream Makers Short Film Contest, this time in collaboration with the Berlin Film Festival and Studio Babelsberg. The winners will be announced at the 2026 Berlinale, taking the brand's commitment to challenging the status quo from Barcelona to the world stage.