Posted by Elena del Valle on May 28, 2010
Nora’s Will poster
José looking through binoculars in Nora’s Will
Photos, video: Menemsha Films
Cinco días sin Nora, titled Nora’s Will in English, is at first glance a film about love and what happens when a woman controls events from the grave, well some events in the lives of her loved ones anyway. On closer inspection, the Spanish language movie with English subtitles provides an opportunity for introspection withing a sad background, peppered with comic moments, of thorny issues relating to death, interpersonal relationships, selfishness, jealousy, professional ethics, suicide and society’s attitude toward it, Jewish and Catholic rites of passage, and hypocrisy that transcend a family’s life.
First time director Mariana Chenillo dedicated 92 minutes to the Mexican movie, first shown in 2008 and now being released by Menemsha Films in select theaters in South Florida. It is scheduled to be in theaters in New York in September and available on DVD later this year.Scroll down to watch a trailer of the film in Spanish with English subtitles.
Nora’s Will stood out at this year’s Ariel Awards held in Mexico City in April. At the event, the Mexican Film Academy named Cinco Dias Sin Nora Best Picture of the Year, Best First Work, and Best Original Screenplay. The judges also recognized its cast, score and make up with awards for Best Actor (Fernando Luján), Best Supporting Actress (Angelina Peláez), Best Original Score and Best Makeup. Chenillo, who wrote and directed the film, is the first woman director to win an Ariel Award for Best Picture.
Jose and Nora in their youth in Nora’s Will
Before dying, Nora, a Jewish woman, develops a plan to make José, her ex-husband, take care of her corpse. What she didn’t plan was that someone discovers a mysterious photograph forgotten under the bed. The incriminating photograph leads to an unexpected outcome which the movie maker designed to remind viewers that “the biggest love stories are sometimes hidden in the smallest places.” But is it a love story?
Director Mariana Chenillo
Chenillo, born in Mexico City in 1977, entered the Centro de Capacitación Cinematográfica of Mexico City in 1995, where she specialized in film directing. Since then, she has worked as a script girl, production manager, and as a production coordinator with several film directors. As a teacher, she has worked at the Centro de Capacitación Cinematográfica since 2005.
She was able to make the film with grant funding from the National Fund for the Arts and Culture (Jóvenes Creadores 2003-2004), the TyPa Foundation, the Rockefeller Foundation, the Hubert Bals Fund, the Mexican Film Institute, the Project Development Program for Operas Primas organized by the Centro de Capacitación Cinematográfica, and the FIDECINE public fund. The movie was shot in October and November of 2007.
Posted by Elena del Valle on May 21, 2010
The Prince of Persia poster
Photos, video: ThinkLatino, Andrew Cooper SMPSP, Disney Enterprises, Inc. Jerry Bruckheimer Inc.
Current thorny political issues with Iran notwithstanding mega successful Hollywood producer Jerry Bruckheimer and Disney Enterprises teamed up to make the Prince of Persia: the Sands of Time, a Middle Eastern themed adventure movie based on a video game and due to be released in theaters nationwide May 28, 2010. Scroll down to watch a trailer of the movie.
Like its namesake video game the movie follows an adventure seeking prince and a princess working together to prevent an angry despot from possibly destroying the world. The movie stars Jake Gyllenhaal as Dastan, the young prince, and Gemma Arterton, as the mysterious princess Tamina. They join forces to protect a powerful and ancient dagger capable of reversing time and allowing its possessor to rule the world.
Also in the film, directed by Mike Newell (Harry Potter and the Goblet of Fire), are Sir Ben Kingsley and Alfred Molina. The screenplay was by Boaz Yakin and Doug Miro and Carlo Bernard from a screen story by Jordan Mechner. The executive producers are Mike Stenson, Chad Oman, John August, Jordan Mechner, Patrick McCormick and Eric McLeod.
Gyllenhaal and Arterton in Prince of Persia
Academy Award-nominated Gyllenhaal is winner of the 2006 Best Supporting Actor award from the British Academy of Film and Television Arts (BAFTA) and the National Board of Review. He also earned Oscar and Screen Actors Guild SAG Award nominations for his performance as Jack Twist in Ang Lee’s Brokeback Mountain. Gyllenhaal recently completed production on Duncan Jones’ Source Code opposite Michelle Monaghan, and Ed Zwick’s Love and Other Drugs opposite Anne Hathaway due to be released by Twentieth Century Fox November 24, 2010.
Arterton made her feature-film debut in the role of Kelly, the head girl in St. Trinian’s, directed by Oliver Parker and Barnaby Thompson. In 2008, she played Agent Fields in Quantum of Solace, starring Daniel Craig in his second outing as Agent 007, as well as in the title role in BBC’s adaptation of Thomas Hardy’s Tess of the D’Urbervilles. Arterton had a supporting role in Guy Ritchie’s RocknRolla, and appeared in Pirate Radio.
Posted by Elena del Valle on May 12, 2010
A moment in the Box ad from the Anthem 3 campaign
Photos, video: Heineken USA Inc., Adrenalina
In mid April 2010, Heineken USA Inc. launched Anthem 3, a Spanish language Tecate beer ad campaign targeting Mexican men, ages 21 to 34, who have lived in the U.S. less than 10 years. Three 30-second ads were designed to depict the journey of Mexican men trying to establish a new life in the United States while celebrating their character. The new ads, available on Tecate.com and scheduled to air for one year on television, were meant to be a natural evolution from a similar campaign, Con Carácter (With Character), the company launched two years ago. Scroll down to watch the Boxing and Gran Manzana ads in Spanish.
Created by Adrenalina, Tecate’s New York City-based advertising agency the 30-second spots feature everyday characters such as Ezequiel Peña, a construction worker; Tomas Ortega, a window washer; and Jose Dominguez, a truck driver. Each storyline was developed to showcase the “individual boldness, masculinity, and character” these men man need to face life’s challenges. The producers hope that since the ads are set in New York and Los Angeles, consumers may relate to the situations the portray. To enforce the branding the characters toast their accomplishments with a Tecate at the end of each Spanish-language commercial.
A moment in the Tío Sam ad from the Anthem 3 campaign
The ad team hired Mexican director and producer Simón Bross, best known for his commercial work, to create the TV ads. In addition to the three Anthem 3 spots, the brand also developed a boxing- and soccer-themed commercial to support Tecate’s platforms. The first spot was scheduled to air April 12 on national and regional Spanish-language networks Univision, Telemundo, Azteca America, Galavision, and ESPN Deportes.
Christian McMahan, CMO, Heineken USA
“Tecate understands the challenges Mexican men face from the moment they wake up. Our approach with this campaign, which differs from previous Anthem ads, was to develop situation-relevant communication delivered by everyday individuals that will help establish a stronger emotional connection with our consumers,” said Christian McMahan, chief marketing officer, Heineken USA.
The campaign also includes new radio commercials that are a follow up to the Disclaimer spot, one of a series of radio ads rolled out in 2009. Each ad was designed to target consumers during various touch points of their day. The messages poke fun at men with ritualistic morning, day, or evening behaviors that some may consider less than manly or lacking character.
The radio ads are due to air on Univision Radio and other national and regional Spanish-language radio networks. Television, radio and out-of-home ads will be placed by Tecate’s media buying and planning agency MediaVest 42 Degrees.
Manuel Wernicky, president, CIO and managing partner, Adrenalina
“Two years ago when we started this campaign, we brought these men out of the shadows. This year, we’ve given them a name,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.
The commercial titles, produced by Cortez Brothers/García Bross in two months, are Gran Manzana, Toro, Box, Fútbol and Tío Sam. Staff involved in the project include: Eduardo Martinez, director of photography; Ivar Rodríguez, associate creative director; Ismael Díaz, art director; Julian García, copywriter; José Escobar, agency producer; Yonathan Bendesky, senior brand leader; and Ed Rivero, executive producer, Production House. The post production was the work of Wild Child Post.
Heineken USA Inc. is a subsidiary of Heineken International BV importer of: Heineken beers, Amstel Light, Newcastle Brown Ale, Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Adrenalina New York is part of the MDC Partners network.
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Filed Under: Video
Posted by Elena del Valle on May 10, 2010
A scene from the new Ace Hardware Spanish language ads
Photos, video: Revolucion, Ace Hardware Corp.
Hoping to attract Spanish speaking customers Ace Hardware launched its first Spanish language TV and radio ad campaign. In April, three 30-second Spanish-language TV spots began airing nationwide on Univision, Telemundo, Telefutura, Galavisión, ESPN Deportes and Fox Sports En Español. Two
Spanish-language radio spots were scheduled to air last month. Two Spanish language morning shows, Despierta América (Wake Up America) and Levántate (Get Up), are scheduled to feature advertorial how-to segments in tandem with the campaign which will end in June 2010. Scroll down to watch the video ads in Spanish.
In an effort to tap into the increasing buying power of the U.S. Hispanic market, estimated by some to be just shy of $1 trillion, the 86-year-old company reached out to Revolucion, a communications agency, in 2007. Relying on a trial campaign targeting Hispanics in late 2008 that resulted in a seven percent year-to-year jump at Ace’s Hispanic stores in Denver (defined as those with 15 percent or more
Latino shoppers) and outperformed non-Hispanic stores nationwide the hardware chain continued testing. Following a second effort that spring and summer in Denver, Sacramento and Chicago with “even greater success” Ace asked Revolucion executives to develop a national Spanish language ad campaign for 2010.
John Surane, vice president, consumer marketing, merchandising and paint, Ace Hardware
“We’ve seen strong results at retail by reaching out to the Hispanic market and understand the importance of communicating directly to these customers,” said John Surane, vice president, consumer marketing, merchandising and paint at Ace Hardware in a press release. “We identified a unique Hispanic insight that separates Ace from the big boxes.”
José González, partner, Revolucion
“In many countries, the ferretería (hardware store) is part of the local community where you’re always helped and can get in and out quickly,” said José González, partner, Revolucion in a press release. Ace is the place where Latinos can have that same customer experience in the U.S. and these spots convey that relevant message.”
In the Manifesto TV spot, a man is standing in a big box store looking frustrated and confused. The voice-over asks, “¿Qué pasó con la ferretería de la esquina? ¿Con la persona que estaba allí para ayudarte?” (“What ever happened to the corner hardware store? To the person who was always there to help you?”). The TV spots all end with the statement: “Menos tiempo dando vueltas. Más tiempo para lo importante.” (“Less time running in circles. More time for what’s important.”).
A scene from the new Ace Hardware Spanish language ads
The Revolucion team for the Ace Hardware campaign was Jose Gonzalez, partner, chief strategy officer; Federico Mejer, Partner; Roberto Alcázar, executive creative director; Henry Alvarez, art director; Pilar de Posadas, executive producer; and Ana Paz, senior account executive.
Ace Hardware has 4,500 locally owned and operated hardware, home center and building materials stores, making it one of the largest hardware cooperatives in the industry. Headquartered in Oak Brook, Illinois, Ace operates 14 distribution centers in the U.S. and one in Shanghai, China. Its retailers’ stores are located in all 50 states and more than 60 countries.
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Filed Under: Video
Posted by Elena del Valle on April 26, 2010
Bilda Acuña, vice president, Unum Hispanic initiative
Photo, video: Unum
Unum, a provider of employee benefits products and services in the United States and United Kingdom, decided recently to offer Spanish dominant Hispanic customers information, in Spanish online and on DVD, about some of its offerings. Last month, the company which has 12 million customers, including 240,000 Spanish speakers, in the United States, announced a series of educational videos in Spanish about its employee benefits products and services.
This is the first time the insurer produces informational videos for customers in a foreign language in the United States. Additional videos are planned for new products. Scroll down to watch a sample 3.5 minute Spanish language video.
“Instead of a literal translation of existing materials, we’re starting fresh so we can be more relevant to the Hispanic demographic. The Hispanic population is growing faster than any other ethnic minority,” said Bilda Acuña, assistant vice president of Unum’s Hispanic initiative.
Citing Pew Research Center data estimating that within two decades, the Hispanic share of the workforce will more than double to 31 percent; and the company’s belief that Hispanic employees are not always familiar with insurance products because the benefits were not offered in their country of origin, they believe they are a luxury product or that the benefits are provided by the government the company decided to create a collection of materials for Spanish-speaking customers.
Toward this goal Unum dedicated nine staff members, nine months and an undisclosed budget to the production of the new visual materials in Miami, Florida. The videos, available on DVD and online, will be used during enrollment times when employees learn and sign up for their workplace benefits. These are the first videos Unum has produced in Spanish.
“One quarter of Unum’s customers have Spanish-speaking employees, and it is important for us to create a benefits education approach that is as relevant and effective as possible, especially for this expanding demographic group,” said Acuña. “Many insurance companies are making an effort to reach the Hispanic market, but Unum is unique in that we are creating our pieces from scratch. Instead of a literal translation of existing materials, we’re starting fresh so we can be more relevant to the Hispanic demographic.”
Unum hired Marca, a Miami-based advertising agency company that specializes in Hispanic marketing, to assist with the production of the 11-video series designed in easy-to-understand terms. The videos feature Unum’s core products: group and voluntary life insurance; group and individual short term disability insurance; group long term disability insurance; and supplemental insurance, including Accident, Critical Illness and Cancer Insurance.
The videos are the company’s latest effort to target Spanish dominant Hispanics. Over the past year, Unum has directed some efforts to customer service for Spanish-speaking consumers such as: increasing the number of bilingual benefits counselors across the country to help customers enroll in Unum’s products and services; interviewing 86 percent of Spanish-speaking employees in their preferred language; and adding a bilingual benefits team in California to handle claims for Hispanic customers. One hundred Hispanics are employed at Unum.
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Filed Under: Video
Posted by Elena del Valle on March 12, 2010
Click on image to enlarge
Photos, video: Fox Searchlight Pictures
Our Family Wedding, a new Fox Searchlight Pictures film, opens today in theaters nationwide starting a black and Latino cast and a family theme. Some of the actors are America Ferrera, Carlos Mencia, Forrest Whitaker, Diana Maria-Riva, Regina King, Anjelah N. Johnson, Lupe Ontiveros, Taye Diggs, and Charles Q. Murphy. Scroll down to watch a video with film premier highlights and film moments.
Marcus (Lance Gross) and Lucia (America Ferrera)
Lucia (America Ferrera) and Marcus (Lance Gross) are newly engaged. As they plan their union they learn the hard way that the path to the wedding involves family related challenges. Saying “I do” can be rife with familial strife. According to promotional materials, their fathers (Forest Whitaker and Carlos Mencia), two highly competitive men with big egos, stand between them and their special day.
Lucia’s mother (Diana Maria Riva) is busy planning the wedding of “her” dreams. Only Angela (Regina King), the groom’s father’s best friend and lawyer manages to keep her cool when the madness reaches a crescendo.
The film was directed by Rick Famuyiwa from an original screenplay by Wayne Conley and Malcolm Spellman and Rick Famuyiwa with story by Wayne Conley. It was produced by Edward Saxon and Steven J. Wolfe.
Posted by Elena del Valle on February 5, 2010
The Wolfman stars Anthony Hopkins and Benicio Del Toro
Photos, video: Universal
I know, I know another wolfman movie. How many wolfman movies can they make? And yet, this one, The Wolfman, due out February 12, has been on my list of maybes since I first caught a trailer a couple of months ago. If nothing else the cast intrigued me. Two award winners, Anthony Hopkins and Benicio Del Toro, star in the movie as well as Emily Blunt (who recently played young Victoria, the British monarch) and Hugo Weaving (seen in Lord of the Rings and The Matrix). Scroll down to watch trailers.
In the film, according to promotional materials (no screener was provided by the studio) Lawrence Talbot (Del Toro), a nobleman, returns to his family estate to search for his missing brother at the behest of his brother’s fiancee (Blunt). After reuniting with his estranged father (Anthony Hopkins) he finds out “something” has been killing local villagers and drawn Frederick George Aberline (Weaving), a suspicious Scotland Yard inspector to investigate.
Of course, nothing is as simple as it seems. In his search for his brother and a way to protect the villagers from danger he is attacked. Later he makes a startling discovery about himself. Any guess what that might be?
Released by Universal Pictures the film was directed by Joe Johnston (Raiders of the Lost Ark) and produced by Scott Stuber, Benicio Del Toro, Rick Yorn, and Sean Daniel. Other noteworthy contributors include six-time Academy Award-winning creature effects designer Rick Baker (Del Toro was fitted with a prosthetic chin, cragged dentures with sharp canines, a real hair wig and a beard that was applied with bits of follicles glued to his face; the wolf suit was made with yak hair, crepe wool and leg extensions); a bass baritone opera singer for the perfect wolf howl; and triple Oscar-winning costume designer Milena Canonero.
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Filed Under: Video
Posted by Elena del Valle on January 8, 2010
Alice in Alice in Wonderland
The Red Queen
Photos, video: Disney Enterprises, Inc.
With the exception of Edward Scissorhands and Bettle Juice, I’m not much of a Tim Burton (film director) fan. His dark quirky style makes me want to run away from the theater. And Alice in Wonderland is a bit of an acquired taste. Having said that, Disney’s soon to be released Alice in Wonderland in 3D looks colorful and intriguing in the trailers (no screener was available). It makes me think of Cirque du Soleil. Scroll down to watch a trailer.
A scene from Alice in Wonderland
The cast includes familiar faces like Johnny Depp as the Mad Hatter, Anne Hathaway, Helena Bonham Carter as The Red Queen, Crispin Glover, Matt Lucas, Marton Csokas, Tim Pigott-Smith, Lindsay Duncan, Geraldine James, Leo Bill, Jemma Powell, Mairi Ella Challen and Mia Wasikowska as Alice.
Linda Woolverton based her screenplay on the Lewis Carroll classics Alice’s Adventures in Wonderland and Through the Looking-Glass. In the modern day tale, a 19-year-old Alice returns to the fantasy world she first encountered as a young girl to find her childhood friends, the White Rabbit, Tweedledee and Tweedledum, the Dormouse, the Caterpillar, the Cheshire Cat and Johnny Depp’s Mad Hatter.
Posted by Elena del Valle on December 21, 2009
Jude Law, Guy Ritchie and Robert Downey, Jr. on the set
Photos, video: Warner Bros.
That eccentric British detective is at it again. This time Robert Downey Jr. plays the famous fictional character and Jude Law his faithful sidekick. The latest reincarnation of Arthur Conan Doyle’s Sherlock Holmes is brought to the screen this Christmas Day by Director Guy Ritchie in the simply titled Sherlock Holmes, a Warner Bros. release. Scroll down to watch a film clip.
After a string of brutal, ritualistic murders, Holmes and Watson arrive in time to save the latest victim and uncover the killer, Lord Blackwood. He has terrorized inmates and jailers with his seeming connection to dark and powerful forces. As he approaches his scheduled hanging, Blackwood warns Holmes that death has no power over him. And when, by all indications, Blackwood makes good on his promise, his apparent resurrection panics London and confounds Scotland Yard. Fortunately for fans of the detective to Holmes, the game is afoot.
“He was probably the first superhero, an intellectual superhero,” said Downey Jr. “He was, and probably still is, one of the most recognizable icons on Earth, so much so that a lot of people actually thought that Sherlock Holmes was a real person. The more you look into Arthur Conan Doyle’s books, the more you see what a rich character Sherlock Holmes is. He’s very adept at so many things: he plays violin, he’s a martial artist, a boxer, an expert single stick fighter and a swordsman of sorts. He has a strong moral code in helping good guys catch bad guys, so he has dedicated his life to being a consulting detective. He doesn’t do it to show everyone how smart he is, or that he has figured everything else out when they haven’t; he’s actually a crusader.”
A scene in Sherlock Holmes
“We’ve tried to take him back to what we believe to be his origin, which is essentially a more visceral character,” said Guy Ritchie, who has been a Holmes fan since childhood. “We’ve tried to integrate that and make him more streetwise. He is inquisitive about chemistry, martial arts, and the human condition. Yet he managed to percolate through all the different echelons of English society, which was tremendously complex. But then, as now, Sherlock Holmes is unique; there’s really no one else like him. I think that’s why his appeal has stuck. And while our story is rooted in London of the 1890s, we have tried to make it as contemporary as we possibly can.”
Although a spokesperson indicated by email that “The studio will not be sending screeners for this film,” according to promotional materials, Holmes and Watson fight to bring down “a new nemesis and unravel a deadly plot that could destroy the country.” Other cast members include Rachel McAdams, Mark Strong, Eddie Marsan, and Kelly Reilly in the dark looking story. Michael Robert Johnson, Anthony Peckham and Simon Kinberg are responsible for the screenplay.
Posted by Elena del Valle on December 18, 2009
A scene in Falling Awake
Photos, video: Mega Films, IFC Entertainment
IFC Entertainment and Spanish Broadcasting System (SBS) are partnering to promote Falling Awake, a new film due to be released January 2010. The marketing partnership will be between IFC Film, part of IFC Entertaiment, and Mega Films, the film division of SBS. Scroll down to watch a 60-second video clip of Falling Awake.
IFC Films is scheduled to release the new movie in late January in New York and Miami with a simultaneous release nationwide on demand while SBS is scheduled to promote the film with a multi-million dollar advertising and promotion campaign on the company’s television, radio and online outlets.
Jonathan Sehring, president, IFC Entertainment
“SBS and IFC together are a potent team and are ideal partners for the release of Falling Awake,” said Jonathan Sehring, president of IFC Entertainment, in a press release. “Our combined areas of expertise should ensure this terrific film finds the widest possible audience.”
Falling Awake, Mega Films’ first English-language production, stars Jenna Dewan (Step Up), Nicholas Gonzalez (Melrose Place) and Andrew Cisneros. The film was directed by Agustin (Gabriel, El Vacilon) and produced by Andrew Adelson. The executive producers were Steven Molasky, Dean Valentine, Brad Friedmutter and Raul Alarcon, (president, chief executive officer and chairman of SBS).
According to promotional materials, the movie sets out to illustrate the story of Jay (Andrew Cisneros), a young Latino musician in the Bronx who struggles to find his identity in a home crowded with family members and a neighborhood of loyal friends and dangerous enemies. His determination to find himself grows after he meets a beautiful Brooklynite, Alessandra (Jenna Dewan).
At the same time he is dealing with life issues like the loyalty he feels to his friends, his brother (Nicholas Gonzalez), who recently returned home from the war, and the expectations of his frustrated, angry father (Nestor Serrano). As Jay fights to break free of the cycles of anger and violence that grip his life, he finds that only love can give him a chance at happiness, and comes to a new understanding that helps him take the long, uncertain leap into his future.
Agustin, director, Falling Awake
“It is fantastic to have the opportunity to work with a company like IFC Films that understands the strength and reach of SBS and Mega Films within the 40 million strong U.S. Hispanic market. I think the coming together of our audiences is precisely what Falling Awake is about,” said Agustin.
Spanish Broadcasting System (SBS), is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. The company owns or operates 21 radio stations, Mega TV, and LaMusica.com.
IFC Entertainment consists of multiple brands devoted to bringing specialty films to IFC Films, IFC Festival Direct, IFC Productions, and the IFC Center. IFC Films is a distributor of independent films. Its day and date distribution model, IFC In Theaters, releases independent films simultaneously in theaters, on cable’s On Demand platform and through Pay-Per-View. IFC Entertainment’s companies are subsidiaries of Rainbow Media Holdings LLC which in turn is a subsidiary of Cablevision Systems Corporation.
