LOS ANGELES: Following a growing trend of creating large-scale branded entertainment events for ethnic markets, Texas-based Hispano USA is launching a mobile Latino film festival.
Called La Cineteca Hispa?a, the Hispanic Film Heritage Tour, the event will bring classic films from what is billed as the "golden era" of Mexican cinema to audiences in Georgia and Florida for a 52-stop event that lasts two-and-a-half months. Films will include Los Tres Huastecos and A Toda Maquina.
The tour is sponsored by Grupo Industrial Maseca, a Mexican producer of corn flour.
Hispano USA president Javier Galindo said additional tours with other sponsors are in the planning stages, including a future project featuring children's films.
"Seeing movies and sharing this experience as a family is especially embraced by the Hispanic community," he added about the festival. "The popular appeal of these films and the star power of the actors who appeared in them continue to draw audiences today. As a result, this tour offers a powerful vehicle for Maseca and other sponsoring brands to reach consumers who have emotional connections to these films."
La Cineteca Hispa?a will also blend in traditional PR activities, such as giving donations to hurricane victims in Florida.
Over the past few years, numerous ethnic-marketing firms have begun to create multi-brand entertainment events to better connect with niche consumers. The Latin market hosts many of these, such as "Celebrando Contigo," a 20-market joint venture featuring its own film festival, concerts, and parties that will launch next April, and Miami-based Soulfrito, an "urban Latin" music festival that takes place in November.
Hispano USA is a group of marketing and entertainment companies launched last year that includes PR, event management, advertising, movie, and radio affiliates, among others.
Galindo said "the company was formed to create a synergy between regular promotional activities, and regular entertainment and grassroots activities. We're doing it all in one."