• For the third consecutive year, CUPRA reaffirms its role as Automotive Partner of the Sitges Film Festival, strengthening its commitment to cinema and emerging talent
• For the first time in the history of the Sitges Film Festival, the screenings of Señuelo and Vieja Loca were livestreamed nationwide in over 70 cinemas across Spain
• Additionally, CUPRA will award a grant of 20,000 euros to the Best Film in the Official Fantastic In-Competition Section during the festival’s closing ceremony on October 18, supporting its distribution across Spain and amplifying its national impact

For the third consecutive year, CUPRA strengthens its commitment to cinema as the official Automotive Partner of the Sitges Film Festival. Known for spotlighting both rising and established talent, the festival’s opening night served as the perfect stage to unveil Señuelo, the short film written and directed by Martha G. Ayerbe and produced by CUPRA as one of the winning projects from the first edition of The Dream Makers contest, an initiative by the SEAT CUPRA Foundation.

Immediately after the opening gala, Sitges and CUPRA made possible a milestone event: for the first time, the festival’s film premieres were livestreamed to more than 70 cinemas across Spain. This unprecedented initiative allowed thousands of spectators nationwide to experience the screening of Señuelo - shown during the opening gala - and the premiere of Vieja Loca, directed by Martín Mauregui and produced by CUPRA ambassador J.A. Bayona, which followed immediately after. Audiences also witnessed live one of the most memorable moments of this year’s edition: the Grand Honorary Award presented to Carmen Maura.

“For CUPRA, cinema is all about challenging the status quo. As the Automotive Partner of Sitges Film Festival, we can provide a platform for emerging artists who share our rebellious spirit. We want to tell stories that provoke and resonate emotionally, and the Festival is the perfect stage to do so,” said Ignasi Prieto, Chief Brand Officer at CUPRA. “We want to collaborate in promoting the films presented in Sitges while showcasing young talent and helping them transform the world of cinema through The Dream Makers contest. Señuelo is exactly the kind of story that CUPRA was looking for, and it is great to see it premiere in the Festival,” he added.

Additionally, as official Automotive Partner of the 58^th Sitges Film Festival, CUPRA will award a grant of 20,000 euros to the winner of the Best Film Award, a distinction within the Official Fantastic In-Competition Selection. The financial support is intended to enable the film’s distribution across Spain, amplifying its national impact. The winner will be announced during the festival’s closing ceremony on October 18, reinforcing CUPRA’s commitment to cinematic art and the promotion of emerging talent.

According to the Director of the Sitges Film Festival, Àngel Sala said: “The Sitges Film Festival is meant to be a platform for artists on the rise. As our partnership with CUPRA grows stronger, we can continue to break down barriers for young filmmakers and to empower up-and-coming talent.”

Taking place from 9 to 19 October, the Sitges Film Festival opening night premiered Señuelo before an audience of 1,400 people in the Meliá Sitges Auditorium. Written and directed by Martha G. Ayerbe, one of the winners of The Dream Makers short film contest, - an initiative by the SEAT CUPRA Foundation - the short film delivers a powerful critique of masculinity through the innocent eyes of a child, who witnesses cycles of abuse passed down for generations. Blending elements of fantasy cinema, the director portrays a complex father-son relationship that unfolds within the world of hunting.

“I want to thank CUPRA and everyone who made Señuelo possible. I will always be grateful to them for making my dream come true. The entire process has been transformative and being able to bring my art to life and screen it in Sitges Film Festival opening night is truly a gift,” said Martha G. Ayerbe.

Señuelo was selected among 400 submissions from 15 countries as one of the two winning projects of the first edition of The Dream Makers, produced in collaboration with CUPRA brand ambassador J.A. Bayona and ESCAC. In addition to Señuelo, CUPRA also produced Homing, the second awarded short film of the contest, set to premiere soon. Conceived by Hansel Rodrigues and Lizzie Atherton from the UK, the story explores the narrative surrounding immigration and the limits of political correctness in a fresh and original way.

“Since we started working on Señuelo we knew it was something special, both thrilling and emotional. Reminiscent of classic fantasy cinema, Martha’s work evokes an eerie atmosphere building unsettling tension, while remaining firmly human at its core”, said J.A. Bayona. “The journey from script to screen has been exhilarating, and mentoring Martha has been an honour. Premiering Vieja Loca, a project I’ve had the privilege to produce, at Sitges - a festival that has always embraced bold storytelling - makes this moment even more special,” he added.

Daniel Brühl, Hollywood actor and member of The Dream Makers jury commented: “The short film is powerfully emotional, and Martha’s talent is remarkable. I know the industry is excited to see more filmmakers of her calibre shaping the future of cinema.”  

“Being able to collaborate with CUPRA to uncover new creators is proving to be an exciting ride. At ESCAC, we’ve witnessed Martha’s growth as a filmmaker at every stage of the process. Señuelo is the perfect example of what happens when young talent is given space, resources, and trust. The talent is there -we just need to help make it visible, and CUPRA has made that possible,” said jury member and ESCAC Producer Aintza Serra.

The first edition of The Dream Makers, an initiative by the SEAT CUPRA Foundation, featured two parallel contests aimed at supporting young filmmakers: the Short Film Contest, designed to help aspiring directors bring their stories to screen, and the Film Studies Contest, which awarded a full scholarship to ESCAC to further develop the winner’s cinematic talent.

CUPRA announced the second edition of the Dream Makers Short Film Contest in collaboration with the Berlin Film Festival and Studio Babelsberg. The winners will be announced during the 2026 edition of the Berlinale.