You will be redirected back to your article in seconds

Televisa touts ‘Mariana’ in plexes

World Brief

Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes.

It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s producer Salvador Mejia. Telenovelas, the bedrock format that Televisa and its rival, TV Azteca, are built upon, typically have a lower-middle- to lower-class aud.

“Mariana” managed a strong 26.1 rating in its bow.

Cinemex and Televisa are not affiliated.

More TV

  • 'Game of Thrones' Producer Doelger to

    'Game of Thrones' Producer Frank Doelger to Beta Film-ZDF Joint Venture

    Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes. It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s […]

  • Berlinale Drama Series Days: Female-Driven TV

    Berlinale Drama Series Days 2018: Female-Driven TV Series Lead Festival

    Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes. It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s […]

  • counterpart Starz

    Berlinale Drama Series Days Sees American TV Playing to the World

    Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes. It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s […]

  • 'Blade Runner 2049,' 'Dunkirk,' 'Game of

    'Blade Runner 2049,' 'Dunkirk,' 'Game of Thrones' Win Golden Reel Awards for Sound Editing

    Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes. It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s […]

  • Fergie

    Fergie Sexes Up National Anthem at NBA All-Star Game and America Isn't Having It

    Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes. It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s […]

  • The 2018 Olympics: A Reprieve from

    The PyeongChang Olympic Games: A Reprieve from the Weight of the World (Column)

    Televisa is bidding for richer eyeballs by promoting its latest primetime telenovela, “Mariana de la noche” (Mariana of the Night), in Cinemex multiplexes. It’s the first time Televisa has tried cinema advertising. The broadcaster hopes to gain a new demographic by buying time in theaters in the wealthy parts of Mexico City, according to skein’s […]

More From Our Brands

Access exclusive content