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.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety

Loading