In a high-profile appointment, Sonia Martínez, an iconic TV executive on Spain’s modern TV scene behind “Money Heist” and “Locked Up,” has joined the Pablo Cruz-headed El Estudio aiming to power up its growth in Spain.
Established in 2020, El Estudio has offices in Madrid and Mexico City. Martínez will serve as El Estudio’s director of contents in Spain. Her oversight includes creative strategy, development and production of film and TV projects and the corporate consolidation of El Estudio in Spain.
El Estudio’s launch coincided with the build of peak TV as Hollywood’s studios and local operators scrambled to catch up with Netflix in grabbing market share in a global SVOD subscription market of seemingly limitless growth.
Spearheaded by Cruz, El Estudio has placed multiple titles with Netflix (“The Dance of the 41,” James Beard Award winner “Las Crónicas del Taco,” “Deseo”), TelevisaUnivision streamer ViX (“Pena Arena,” “Al Chile”) and Amazon Prime Video (the underrated movies Spanish movies “Voy a pasármelo bien” and “Voy a pasármelo major” and 2026 action movie “Vengeance,” the first Mexican original from Amazon MGM Studios, and a No. 1 across multiple territories, vindicating locally-rooted genre, made at scale.
