by Latoya Peterson
A “Latina spin on Jane Austen’s Sense and Sensibility,” Pantelion Films (a collaboration between U.S. distributor Lionsgate and Mexico’s Televisa) is hoping that From Prada to Nada will inspire a Latino demonstration of box office force. According to an article in Fast Company:
Released at the end of January, Pantelion’s first film, From Prada to Nada, focuses on two formerly rich sisters — one of whom proudly quips “no hablo español” with an Anglo accent — who are forced to move in with relatives in a scrappy, Latino part of East Los Angeles. While the movie is in English, many of the punch lines are in Spanish.
Hollywood’s previous attempts to market Spanish-language and Latino-centric films have largely failed. Even though movies in Spanish like IFC’s Y Tu Mamá También and Focus Features’ The Motorcycle Diaries found success in the art-house market, they did not broadly appeal to the Latino population. Those teenagers McNamara chats up in movie-theater lobbies generally opt to see commercial blockbusters in English. Language is not the company’s key strategy — only about half of Pantelion’s releases will be in Spanish.
“When a movie is in Spanish, if a Puerto Rican is speaking Spanish, or a Mexican is speaking Spanish, it identifies them,” Pantelion’s chief executive, Paul Presburger, says of the language’s countless dialects and geographically diverse slang. “Whereas when we do a film with Latino stars in English, it unifies.”
From the looks of the trailer could either upend stereotypes or confirm them. The story backdrop is one of class, family, and culture – but there are also more than a few border and immigration jokes that could either play into stereotypes or work as intimate commentary on current events. Still, there is cause for alarm – Lionsgate wants to apply the Tyler Perry model to Latino films, which could stoke more controversy:
Pantelion will let the target audience decide if something is offensive, executives say. “African-Americans are going to see Perry’s films; they’re the ones enjoying them,” Presburger says. Nonetheless, the Pantelion staff reads scripts with a careful eye for hackneyed images of Latino life and culture. “We get out of the stereotypes of narco kings and drug dealers and gang members,” Presburger adds.
From Prada to Nada opens January 28th.
About This BlogRacialicious is a blog about the intersection of race and pop culture. Check out our daily updates on the latest celebrity gaffes, our no-holds-barred critique of questionable media representations, and of course, the inevitable
Keanu ReevesJohn Cho newsflashes.
Latoya Peterson (DC) is the Owner and Editor (not the Founder!) of Racialicious, Arturo García (San Diego) is the Managing Editor, Andrea Plaid (NYC) is the Associate Editor. You can email us at firstname.lastname@example.org.
The founders of Racialicious are Carmen Sognonvi and Jen Chau. They are no longer with the blog. Carmen now runs Urban Martial Arts with her husband and blogs about local business. Jen can still be found at Swirl or on her personal blog. Please do not send them emails here, they are no longer affiliated with this blog.
Comments on this blog are moderated. Please read our comment moderation policy.
Use the "for:racialicious" tag in del.icio.us to send us tips. See here for detailed instructions.
Interested in writing for us? Check out our submissions guidelines.
Follow Us on Twitter!
- Please Stop: The Trans Joke at the Spike Video Game Awards
- Video: President Obama’s Speech At Nelson Mandela Memorial
- What names are normal? Shifting the center of the world
- Will Black Woman-Directed Docs Make it to the Oscars?
- Quoted: A South African Muslim Woman’s Memories of Mandela
- Rumour Mill: Casting for the Man of Steel sequel and CW’s The Flash pilot
- Open Thread: Scandal S03 E09: ‘YOLO’
- The Walking Dead Roundtable: 4.8 “Too Far Gone”
TagsABC activism advertising african-american asian asian-american barack obama black celebrities comedy diversity fashion feminism film gender glbt HBO hip hop hispanic history hollywood identity interracial relationships Kerry Washington latino media mixed race movies music muslim politics race racial stereotypes racism religion Scandal sex sexism sexual stereotypes stereotypes True Blood tv Uncategorized white youtube