How Hollywood Should be Making Movies for Latino Audiences

How Hollywood Should be Making Movies

Feeling Latino audiences are underserved, Latino Review's Umberto Gonzalez launches Mayimbe Media, drums up support for first film, "Breakneck"

Umberto Gonzalez couldn’t be a bigger movie fan, having helped turn Latino-Review.com into one of the more active blogs about the entertainment biz.

But as moviegoers continue to become more diverse, and the Latino audience in particular grows increasingly important to Hollywood’s bottomline in and outside of the megaplex, studios still have a long way to go in how it speaks to that demographic. Latino audiences, in particular, now represent 18% of the moviegoing population but accounted for 25% of all the movies seen in 2012, according to Nielsen.

However, feeling that the Latino audience is underserved, Gonzalez, who is known on Latino Review as the very vocal “El Mayimbe,” is now taking what he knows — as a movie fan and industry observer — into his own hands, and launched an IndieGogo campaign to produce his first film, “Breakneck,” under the newly launched Mayimbe Media banner. Shingle will produce, acquire and distribute microbudgeted films it will self-distribute in theaters and on a variety of digital platforms.

“Our focus is English language Latino content for English dominant Latino movie goers. Spanish language movie sites have little to barely any traffic because those movie goers read mainstream English language movie sites like ours,” Gonzalez said.

For Mayimbe Media — and Hollywood — to succeed with Latinos it needs to take the following into account, Gonzalez notes:

CAST MORE LATINO ACTORS
“One big way Hollywood is not talking to the Latino community is by not letting our actors get their shot at the brass ring and carry a franchise movie. For example, awhile back, a Latin actor was a director’s first choice to take over a well-known franchise but the studio wanted a bigger name, preferably a more marketable non-Latino and the studio got its way. That actor, Oscar Issac, eventually got his shot and is headlining the Coen Bros’ ‘Inside Lleywn Davis.’ “(With projects like “Breakneck,”) we look for and want to produce content which puts Latino actors in headlining roles, not just as sidekicks as they are in studio films.”

TELL MORE LATINO STORIES
“Hollywood is not telling our stories whatsoever. Only one major studio has a Latino-themed project in the pipeline for the remainder of the year. There is no active development of a Latino themed project at the studio level. Where we differ is in the fact that we want to tell Latino themed stories in a commercial manner in proven genres such as action, thriller, and horror. We avoid films with social issues like immigration. We’re looking to entertain.”

SPEAK THE LANGUAGE: ENGLISH
“Hollywood is talking to us in the wrong language. The overwhelming majority of American Latino moviegoers are English-dominant and speak Spanish casually at home with their family. Advertising mainstream movies in Spanish on Spanish-language networks like Univision and Telemundo is an outright waste of both time and money. Those networks don’t get eyeballs from English-dominant speakers because we are conditioned to quality English language content which both those networks clearly lack.”

EMBRACE TRANSMEDIA STORYTELLING
“According to our experience and feedback on the website, Latinos are really big into and embrace transmedia storytelling techniques, with material that normally wouldn’t make it into a screenplay because of the compressed running time of movies, but is native to the comicbook format and integral to the overall story. With us also being fanboys, we came up with a prequel comicbook that takes place right before the events of ‘Breakneck.'”

Daniel Alter (“Hitman”) will co-produce “Breakneck,” that revolves around a New York City bodega clerk who goes on the run across Manhattan from the police and a private military contractor for murders he didn’t commit, and fights to stay alive to prove his innocence. Gonzalez wrote the script for “Breakneck” and will direct the project he describes as “Jason Bourne in the barrio.”

Breakneck Indiegogo Pitch Video from Mayimbe Media on Vimeo.

The thriller will get a big push at next week’s Comic-Con, in San Diego, with Gonzalez looking to drum up support for the film at events like his annual Kings of Con party, one of the more sought after tickets during the fanboy fest.

“Effectively, this year’s Kings Of Con party will serve as a launch party for ‘Breakneck,’” said Alter, with some of the film’s contributors able to attend the event, in return for their suport. “As someone who is a big proponent of social media and digital content, I was eager to get involved in a crowdfunded project, especially one that appeals to such an under-serviced yet huge demographic. And what better place to get the word out than the biggest pop-culture event of the year?”

Added Gonzalez: “Latinos are the biggest consumers of popular culture. To keep in line with our commercial instincts, we are launching at Comic-Con to help get the word out and not at a ‘Latin’ event such as the Latin Billboard awards. When was the last time anything Latino themed launched at the world’s biggest pop culture convention? Why?”

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  1. Jeff Rivera says:

    Agree or disagree with him, maybe he’ll succeed or maybe he’ll fail, but at least he’s DOING something instead of bitching about what other people are not doing. He’s also not waiting around with a hand out to the studios begging for their help. Support each other, don’t knock each other down. You don’t have to agree with what he’s doing for your own projects to take off.

    And furthermore, Hollywood only cares about the color green. If Latinos would support eachother’s projects by going on opening weekend to such films and watching English language Latino-themed programming on TV as much, and buying Latino-themed books as they support mainstream projects, Hollywood would be cranking Latino film and TV shows out all the time. Until they do, create your own and support others who are doing their best.

  2. This guy thinks he is better than anybody else. Well, good luck dude because you are not the only one producing Micro Low Budget Films. There are a few of us here in Dallas, Texas doing just that now and yes, we are doing Latino Stories. Let me tell you something Mr. Gonzalez, you are totally screwed when when you say that the movie goers are only the ones who speak English. You are nothing but a racist smart ass Latino with a complex of inferiority. To read shit like this makes me mad. You really think you are a hot shot. Sorry

  3. Businessman says:

    Who is this bozo?
    What a sad note, I am sure the filmmaker is a good friend of @marcgraser,
    It´s impressive how confident he is about his multi-platforms distribution, watch out H. Weinstein, this guy looks serious. Well still he has no funding, don´t let that stop you. You can beat the system with your 8,000 Dollars. Seriously……

  4. Franc. says:

    Why did Variety do a cut and paste job on this waste of space? This project has NOT “drummed up” ANY support from the latino community at all. It’s raised 8K (I hope the filmmakers explain where that’s going) out of 109K!!! Proving no one is buying in to this stupidity!

  5. Ridiculous says:

    This guy has no idea what he is talking about. How variety puts up such a ridiculous note is overwhelming. The guy doesn’t have money to make the film and it’s thinking in conquering america with self distribution. What an insult to the readers. Guys like that are normally at the new york film academy and no one listens to them.

  6. Moe says:

    Amen hermano, English dominant spanish casual are the exact words I’ve been looking for. I am endlessly insulted by advertisers and media at large by obvious pandering to an audience they clearly don’t understand and underserve. Good story telling is essential to capturing an audience, but I can only so many incarnations of “a better life” before I pop in a coen bros movie. Now they know how to place Latino actors into films because it serves the story not because they are attempting to satisfy the demands of a studio.

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