Minivela Launches to Empower Latino Filmmakers and Transform Hispanic Digital Advertising

A groundbreaking initiative called Minivela is set to launch in January 2024, promising to reshape the landscape for Latino filmmakers, content creators, and advertisers in the United States. This innovative joint venture brings together the talents of novela and film star Carlos Ponce, media company Brilla Media, adtech firm Numatec, and production company Chicano Hollywood.

Minivela's concept merges the fast-paced nature of vertical short-form video content with the iconic storytelling style of telenovelas, a genre with deep Latino roots. The platform will produce advertiser-supported digital films, dubbed 'Minivelas,' ranging from 10 to 90 minutes in length. These productions will be available in English, Spanish, or bilingual formats, catering to the diverse linguistic preferences of the American Latino audience.

The venture's primary target demographic is American Latinos aged 18-34, a crucial market segment for advertisers and content creators alike. Minivela's content will span various genres, including romantic comedies, supernatural themes, and even stories revolving around the classic telenovela trope of the evil mother-in-law.

What sets Minivela apart is its commitment to empowering Latino storytellers and addressing the long-standing issue of underrepresentation in mainstream media. Manny Ruiz, who will serve as Chief Creative Officer and Executive Producer alongside Carlos Ponce, emphasized the platform's potential to drive U.S. Hispanic digital advertising for years to come. The initiative aims to provide a springboard for Latino creatives, with plans to potentially expand select Minivela narratives into independent features or series.

Carlos Ponce, a well-known figure in the Latino entertainment industry, described Minivela as a 'beacon of hope' for Latino creatives at a time when the Hollywood system is undergoing significant changes. The venture's Latino ownership and leadership by pioneers in Latino social media, digital media, and adtech underscore its authenticity and potential impact.

From an industry perspective, Minivela represents a significant development in the evolving landscape of digital content and advertising. By combining the popularity of short-form video with the storytelling traditions of telenovelas, the platform is creating a unique niche that could attract both viewers and advertisers. The partnership with Numatec for distribution and Brilla Media's Nuestro Media network promises to provide brands with effective ways to reach U.S. Hispanic audiences across various digital platforms, including Connected TV (CTV).

The involvement of Chicano Hollywood, an influential Los Angeles-based production company, further strengthens Minivela's credibility and reach. As the exclusive West Coast production arm of the venture, Chicano Hollywood is already working on one of the platform's early projects, a romantic comedy titled 'Cholita Takes L.A.' This production exemplifies Minivela's commitment to creating content that is not only Latino-produced but also universally appealing.

Beyond its creative and commercial aspirations, Minivela is positioning itself as a force for positive change within the Latino community. The founders have expressed a commitment to challenging stereotypes and avoiding tired tropes that have often diminished Latino representation in media. Angela Sustaita-Ruiz, chairwoman of Brilla Media, highlighted the platform's potential to serve as a catalyst for many Latinos seeking their big break in Hollywood, whether as writers, directors, producers, or actors.

As Minivela prepares for its January launch, the venture stands poised to make a significant impact on the American media landscape. By providing a dedicated platform for Latino creators and a new avenue for advertisers to reach the Hispanic market, Minivela could play a crucial role in shaping the future of digital content and advertising in the United States. Its success could pave the way for more diverse, representative, and innovative approaches to storytelling and audience engagement in the digital age.