In the last twenty years, the relationship between media production and places has been a key topic in the field of media studies. Despite that, in the post-lockdown world this relationship still needs to be properly investigated since nowadays it embodies new meanings that invite media scholars to redefine their understanding of how media may serve and/or impact places and vice versa. It is widely known that film and audiovisual shoots can have a positive impact on the host location economy: more tax revenues, new employment and facilities, etc. Sometimes, film and audiovisual products stimulate tourism too, which implies once again economic benefits. In both cases, they feed local pride and contribute to re-define the image and status of the host places. In the framework of the post-pandemic recovery, these two capabilities are receiving even more attention than in the past: tourism, for instance, was one of the sectors that suffered most due to the health emergency, and its relaunch is at the top of the agenda of many public institutions. Thus, the current scenario moves film and audiovisual production at the center of the action plans for the post-pandemic economy and society. However, all the current recovery policies base themselves on the concept of sustainability, and this raises the question how film and audiovisual production meet the concept of sustainability.