NBCU Hunts for Crossover Hit with Telepic Full of Brands, Social Media Stars

NBCU Hunts Crossover Hit with Telepic

Telemundo Media has ordered the first telepic to come from its Fluency multi-platform production banner. The fantasy-drama “Isa” promises to be chock full of emerging trends in media, from brand integrations and interactive bells and whistles to the casting of social media phenoms and the targeting of U.S.-born Hispanic viewers.

NBCUniversal is looking for crossover appeal with the pic, which will premiere in June simultaneously in English on Syfy and Mun2, Telemundo’s younger-skewing cable sibling. “Isa” will also be made available on digital, mobile and VOD platforms. Pic will be produced largely in English — with subtitles inserted in Spanish or English depending on the platform.

“Isa” revolves around a teenage girl who discovers her supernatural powers and stumbles into an international high-tech conspiracy. Samsung is pouring marketing coin into the production, which will integrate smartphones and tablets into the storytelling — encouraging second-screen activity by viewers at pivotal moments in the plot.

SEE ALSO: Telemundo Opens Production Studio to Broaden Auds, Boost Ads

Jeanette Samano, a dancer with musicvid credits, will star in the pic. Key supporting roles will be played by Sabi, a musician who has built a large following online, and comedians with well-trafficked YouTube channels, Eric Ochoa and Tim Delaghetto. Telenovela actress Ana Layevska will offer a familiar face to Mun2 viewers.

“U.S. Hispanics are more digitally savvy than any other group, are passionate about films and want fresh, original stories that reflect the world of today andtomorrow: both multiplatform and multi-cultural,” said Peter Blacker, Telemundo Media’s exec VP of digital media and emerging businesses.

In addition to the multi platform rollout, Samsung will sponsor theatrical screenings of “Isa” in Los Angeles on May 21 and in New York on May 28.

Upcoming promotional spots for the pic NBCU outlets will also tubthump Samsung products, and Samsung will do the same in some of its off-air marketing efforts.

The L.A.-based Fluency banner was launched last year in an effort to facilitate the production of sponsor-friendly, English-lingo fare with the potential to reach crossover auds. Writer and director of “Isa” is Jose Marquez, who is also Telemundo’s VP of production and development.

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