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Xenon Partners With Retail Chains on Novela

24 Apr, 2009 By: Angelique Flores


Xenon Pictures has launched an extensive marketing campaign for the DVD release of the telenovela Al Diablo Con Los Guapos, distributed by Lionsgate.

The four-disc set streets May 5 ($19.98) in Spanish with English subtitles.

Best Buy is running a Mother’s Day promotion May 3-10, with the Al Diablo DVDs as the centerpiece, said Laura Norris, manager in Hispanic initiatives at Best Buy. Various local activities will take place in 120 Best Buy stores as part of the promotion to market items, such as telenovela DVDs and digital imaging products, geared toward moms.

Best Buy is getting an exclusive on the edition of Al Diablo it will carry in its earmarked Latino stores. This edition will feature an extra disc of the complete unedited final episode. Stores carrying the title will feature merchandisers and signage highlighting the DVDs.

From May 3-8, the retail chain also is running a sweepstakes with Coca Cola for a grand prize trip to meet two telenovela stars in Miami. Customers can enter online through the store’s Web sites at www.bestbuy.com or espanol.bestbuy.com (the Spanish version of the site), or in-store at the kiosks.

This is Best Buy’s latest move to enhance its Latino DVD sections and attract Latino customers. The retail chain last partnered with Xenon Pictures and Lionsgate during the fourth quarter last year on a telenovela promotion for the holidays.

“It’s a growing market for us as we increase our presence with Latino customers,” Norris said.

Meanwhile, Wal-Mart is tying its initiatives to a Cinco de Mayo promotion. Al Diablo will be the only DVD in the promotion, which is focusing on music CDs. Because the show features musical performances by such top Mexican bands as K-Paz de la Sierra, Montez de Durango and Creadorez del Pasito Duranguense, it was a good fit for this music promo, said Haydee Rios, director of sales for Xenon.

Sam’s Club has also signed on to promote Al Diablo. The top 50 designated Latin Sam’s Clubs and all the Puerto Rico locations will have an in-store display of telenovelas, with Al Diablo as the anchor title.

Miami’s BrandSmart (a Florida chain similar to Best Buy) also will have a DVD display in its eight stores, with Al Diablo as the anchor title.

Al Diablo is about Milagros, a young girl raised in an orphanage, who is hired as a servant for the wealthy Belmonte family. The Belmontes disapprove of her coarse manner, except for family matriarch Regina, who takes Milagros under her wing. Alejandro, the handsome, womanizing grandson, becomes fascinated with Milagros, and although she resists his advances, she falls in love with him. But the couple’s chance for happiness could be destroyed by a family secret.

The show was one of the most popular novelas of the year when it aired in both Mexico and the United States last year, with high Nielsen ratings. Clips of the show have received more than 10 million hits on YouTube.com, according to Xenon.

Among the all-star cast are Allisson Lozz (“Mision S.O.S.”, “Rebelde”) and Eugenio Siller (“Código Postal,” “Rebelde”).


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