About the location (from Wiki):
Buñol (Valencian: Bunyol) is a town and municipality in the province of Valencia, Spain. The municipality has an area of some 112 km², and is situated approximately 38 km west of the provincial and autonomous community capital city, Valencia. It lies along the Buñol River. Archaeological evidence indicates civilization in Buñol going back 50,000 years. Buñol’s population is about 9,000 people but is visited by over 30,000 for La Tomatina: a tomato throwing event in the Plaza del Pueblo. On the last Wednesday of every August, thousands of people gather in the Plaza and throw metric tons of over ripe tomatoes at each other. On August 29, 2007, 40,000 Spaniards gathered in the town to throw 115,000 kilograms of tomatoes at each other in the yearly Tomatina festival. Bare-chested tourists also included hundreds of British, French, and Germans.

Movies shot at this location:
Ik Junoon song from Zindagi Na Milegi Dobara