A cinema afternoon in the centre of Madrid! To mark our centenary, on 22 July we transformed the Plaza del Callao into a spectacular open-air cinema, where attendees were able to watch one of cinema’s greatest hits – *Back to the Future* – on the main outdoor screen at Cines Callao. This free event, with limited capacity, was organised to thank the people of Madrid for their warm support over the years; and Telemadrid covered it extensively on its programme ‘Madrid Directo’.

To mark our centenary, the ‘Madrid Directo’ team, accompanied by Fran López-Gallego, director of Cines Callao, took a tour of some of the most iconic corners of this century-old building, uncovering the history, interesting facts and legacy of one of Madrid’s great cinema landmarks.

Last Thursday, 2 July, Cines Callao once again brought one of Madrid’s most recognisable corners to life with ¡Ay, Callao!, an exclusive invitation-only celebration that transformed its main auditorium into a contemporary cabaret. In the midst of Pride Week and as part of its centenary programme, the cinema demonstrated that its hundred years of history are not merely a matter of memory, but are also very much part of the present: with spectacle, freedom and a clear determination to continue surprising audiences.

The evening took as its starting point the provocative aesthetic of ‘Destape’ cinema—one of the great cultural phenomena of the Transition—reinterpreting it through a contemporary and festive lens. The result was a blend of cabaret, burlesque, humour, dance and live music that linked the history of popular Spanish cinema with the pulse of Madrid’s queer culture. More than a nostalgic evocation, ¡Ay, Callao! served as a celebration of freedom, diversity and spectacle, understood as a space for coming together.

Throughout the evening, the spirit of the ‘Destape’ and the contemporary queer scene interacted on stage with a shared energy: that of breaking the mould, celebrating difference and championing popular culture as a space where excess, emotion and freedom of expression have their place.

A venue transformed into a cabaret

The evening was hosted by Supremme de Luxe, an undisputed legend of Spanish drag and a central figure in our country’s LGBTIQ+ culture, who acted as master of ceremonies on a night where humour, music and audacity set the tone from the very start.

Also taking to the stage were Miss Loot, a burlesque artist and content creator; Santa Catalina, with a performance inspired by the glamour of classic cinema; and Alpilpil, the duo formed by Adrián Melero and Lucas Pulido, who brought their characteristic generational humour to a night designed to blend styles, eras and audiences.

The artistic and choreographic direction was handled by Alex G. Robles, a professional choreographer with over twenty years’ experience in theatre, dance and large-scale shows such as *Vuelve el Cabaret* and *La Dama de los Espejos*.

When Plaza de Callao also took centre stage

Before the indoor show began, the celebrations had already taken to the streets. From 7.30 pm to 8.30 pm, Pupi Poisson performed on the outdoor stage at Cines Callao, bringing the spirit of cabaret and Pride to Plaza del Callao and turning the entrance to the cinema into an initial open invitation to the people of Madrid and visitors alike.

The outdoor screens at Cines Callao complemented this opening up to the public space with a visual display inspired by the imagery of ‘El Destape’, projecting the event’s aesthetic onto one of the city’s busiest spots.

A photocall to kick off the evening

The photocall brought together big names such as Moises Nieto, Adrián Chico, Milo Quiles, Abel Arana, Bárbara Santa Cruz, Pino Montes de Oca, Sebastián Gallego and Ernesto Naranjo, as well as some of the rising stars of Spanish cinema, including Ana Garcés, Tomy Aguilera and Victoria Kantch – the trio starring in the new Netflix series *Oasis*. They all gathered to celebrate the centenary of cinema and Pride. Accompanied by burlesque dancers and backing singers, the guests’ arrival turned the entrance to Cines Callao into the first highlight of the evening.

From the show to the after-party

Inside the venue, the event took place in two parts, separated by an interval featuring light refreshments and an open bar. After the show, the celebrations continued with an after-party and a DJ set that kept the energy going well past midnight.

Glitter, fans and divas

The ‘Glitter & Divas’ dress code was on display throughout the evening in the form of glitter, feathers, sheer fabrics and extravagance. As a nod to popular Spanish culture, each guest also received a fan accompanied by a guide to its traditional language – a touch that made this icon part of the evening’s theatrical and social interplay.

A centenary looking to the present

‘Ay, Callao!’ was not just another event on the Cines Callao centenary calendar (1926–2026), but a way of updating its own narrative. For one night, the building ceased to be merely an icon of the Gran Vía and became an expanded stage: the auditorium, façade and square functioned as a single space for gathering, celebration and popular culture.

That gesture perhaps offered the most contemporary interpretation of the anniversary: celebrating a hundred years not as an ode to the past, but as an excuse to ask what might continue to happen within (and around) a place as iconic as this. At ¡Ay, Callao!, the answer came in the form of music, humour, performers on stage and a square watching in awe, reminding us that the history of a cinema is also written every time it reconnects with its audience.

Exclusive invitation-only event. Limited capacity.

Gala evening at Cines Callao. Vocento chose our venue to host the first edition of the MUJERHOY Futura Unlocked Awards, a tribute to young female talent who overcome obstacles to become role models.

Sandra Ortonobes, in the Innovation category; María Muñoz de Fernando, in Trends and Design; Patricia Fernández, in Culture; Begoña Vargas, in Audiovisual; Sofía Hamela, in Content Creation; Marta Cardona, in Sport; and Valeria Castro, in Music, were the seven women honoured at this inaugural edition of the awards.

Before the awards ceremony, celebrities and influencers posed at the photocall set up in the foyer of Cines Callao. Meanwhile, the rest of the guests were able to enjoy a welcome drink in our Screen 1, where a large circular bar had been set up in the centre of the space, along with a stand where guests could collect an embroidered scarf.

Later, the gala, hosted by journalist and writer Loreto Sesma, kicked off with a performance by Dora Postigo and was opened by Charo Marcos, editor-in-chief of Mujer Hoy. Following the awards ceremony, guests and award winners enjoyed a cocktail reception and performances by Valeria Castro, Inazio and a DJ set by Julia Centero.

As well as the traditional cocktail reception, guests were able to sample mini pizzas and hot dogs, which a mysterious hand handed out through a hatch after a bell was rung.

There was great excitement in Madrid’s Plaza del Callao as people gathered for a unique experience in the world of beauty and hairdressing. COLOR WOW, the iconic American haircare brand owned by the L’Oréal Group, chose the Callao City Lights venue to host the first masterclass in Spain led by its creative director, Chris Appleton, the renowned stylist to celebrities such as Kim Kardashian, Jennifer López, Christina Aguilera and Nicole Kidman. Around 300 professionals from the hairdressing industry attended this event, organised by Somos Experiences as part of the haircare brand’s first pop-up in Spain.

A 360 event which also featured a display – organised in collaboration with Publicis and following a countdown – of images of the brand’s flagship products on the exterior screens of the Cines Callao cinema complex in Madrid, as well as an exclusive cocktail reception on its terrace, El Cielo de Callao, to round off the event.

A top-class masterclass right in the heart of Madrid

For a few hours, the iconic Sala 1 at Cines Callao was transformed into a sophisticated beauty salon, where the renowned Hollywood celebrity stylist shared some of his most special hair styling techniques and tips with attendees, using Color WOW’s most popular product range, such as the Dream Coat anti-frizz spray, the Xtra Large Bombshell Volumizer for an instant lift, and the Pop & Lock High Gloss Finish serum for a wet-look finish.

An immersive experience and content for social media

The event also featured a second session in which María Roberts, Color WOW’s ambassador in Ibiza, recorded a TikTok video demonstrating the results of applying Color WOW’s Money Mist leave-in conditioner to her hair. Guests were also able to pose at a unique photocall, try out the brand’s products on the spot, capture moments in a photo booth and create dynamic content on a platform equipped with a 360° glam cam.

Screen 1 at our cinemas was the venue chosen by Mahou-San Miguel for the premiere of ‘Seeker’, a documentary in which the athlete and adventurer Cristina Lazarraga recounts the most extreme challenge she has faced to date: wakeboarding while being towed by a helicopter on a glacier in Iceland.

The screening was attended by the protagonist herself, as well as her team and family. The event was also attended by athletes, influencers and the actor Maxi Iglesias. To round off the event, everyone enjoyed a reception on the terrace of our building, El Cielo de Callao, accompanied by music from a DJ.

European powerboat racing runner-up and current E1 Series driver, Cristina Lazarraga is known for leading the movement to promote women’s inclusion in the world of powerboat racing and for being the first Spanish woman to become European Jetcross champion in 2019. ‘Seeker’, available on Movistar Plus+, captures the entire process, the effort and the outcome of the athlete’s challenge in Iceland.

Starbucks, the world’s leading coffee roaster and retailer and a brand operated by Alsea in Spain since 2018, chose our venue to host a conference for its employees in the Iberian Peninsula. Around 200 partners attended the event, which took place in our iconic Room 1, where they were able to discover all the new products the brand has in store for the summer. This included new coffees and drinks, as well as food products, merchandise and the loyalty programme.

A documentary was also screened about a trip to Rwanda, one of the world’s leading coffee producers, filmed with the company’s baristas, and awards for excellence in the art of coffee were presented.

The convention concluded with a catering reception on our terrace, El Cielo de Callao, where attendees were able to sample the new products presented by the company.

The Valencian brand Ysabel Mora, which specializes in lingerie, underwear, and swimwear, chose Callao City Lights to present its new spring-summer collection, featuring actress Paula Echevarría, the brand’s ambassador.

Our iconic Hall 1 was decked out for spring, with a floral display that filled the space both visually and with fragrance. The event was attended by celebrities who posed at the photocall set up in the hall and concluded with a cocktail reception featuring live music.

The cosmetics firm Huda Beauty chose Madrid’s Cines Callao cinema to present Easy Bake Pressed Powder, its new compact powder inspired by its iconic Easy Bake Loose Powder, in Spain. An exclusive event set in the 1920s, with spectacular staging, meticulously planned down to the smallest detail, designed under the supervision of Alem Comunicación, an events agency specialising in luxury cosmetics. Presented by actress Rossy de Palma, the event was attended by around 120 guests who enjoyed an exquisite atmosphere in every respect.

For a few hours, the iconic Sala 1 at Cines Callao was transformed into an elegant 1920s cabaret decorated with chandeliers and floral arrangements and staffed by personnel dressed in formal attire for the occasion. In the first half of the room, attendees were able to participate in various games to win the brand’s cosmetics (roulette, blackjack, etc.); find their perfect shade from the new launch; have their photo taken at two original photocalls; and receive a personalised feather fan.

Afterwards, they enjoyed dinner, a dance show, and a musical performance by the group Third Floor, which took place in the other half of Room 1.

Easy Bake Pressed Powder is an ultra-fine powder that blurs, softens and sets makeup, controlling shine for up to 12 hours and achieving a light matte finish and airbrushed effect. The formula is talc-free and available in eight different shades exclusively at Sephora and sephora.co.uk.

Our venue was chosen to host the Overoption Experience, an exclusive event for creators, marketers and entrepreneurs, organised by the Over Option agency to celebrate and launch a ‘new era’ in digital marketing.

The event, held in our iconic Room 1, brought the community together in an atmosphere of networking, recognition and vision for the future, highlighting the creation of purposeful content and the monetisation of social media.

Once again, our iconic Room 1 hosted the Bazaar Women of the Year awards ceremony, which recognises creative, talented and inspiring women. Bad Gyal, Bianca Jagger, María Pedraza, Emma Roberts, Laura Pausini, Bianca Balti, Simone Biles and the creative duo The Attico, formed by Giorgia Tordini and Gilda Ambrosio, were the stars of this edition.

It was a magical evening in which women who, with their talent, courage, strength and determination, are an inspiration and example, capable of surpassing themselves at every turn, and who, with their commitment and struggle, make this a better world, were honoured.

The VIP guests were the first to walk the red carpet at our cinemas. Ana Torroja, Ariadne Artiles, Esther Cañadas, Hiba Abouk, Thibaut Courtois and Mishel Gerzig, Rudy Fernández and Helen Lindes, Boris Izaguirre, Juan Antonio Bayona, Luis Fonsi, Hiba Abouk, Victoria Federica, María Pombo and Manu Ríos received a warm welcome from the audience on a very special night with a unique backdrop, illuminated by the cinema’s giant screens, where the most spectacular covers of Harper’s Bazaar welcomed guests to this exclusive event celebrating female talent.

The evening was accompanied by the finest music. Guitarricadelafuente opened the evening with a performance of Tramuntana, an inescapable reminder that stillness is not something to be trusted. Dani Fernández also took to the stage, performing ¿Y si lo hacemos?, and Ana Torroja, who lent her voice to the evening with anthems such as La fuerza del destino and En la puerta del sol. DJ Andrea Vandall, an essential figure on the Madrid cultural scene, closed the night and got all the guests and award winners dancing.