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Maya Launches at Show

24 Jun, 2008 By: Angelique Flores

Maya Entertainment Home Video is the newest player in the Latino home entertainment market.

Its first four titles will be How the Garcia Girls Spent Their Summer, Maldeamores, August Evening and Sleep Dealer. The company plans to bow 50 to 60 titles on home video annually starting next year, with an emphasis on the U.S. Latino market. The company will be both co-producing its own films as well as acquiring films both here and abroad.

“We have set ourselves apart from other studios by specializing in marketing Latino-themed movies to mainstream audiences in both English and Spanish,” said Mary Escobedo, Maya's director of video sales. “Latinos are avid movie consumers and with the Latino population growing at three times the national average, we are confident that we will deliver on this genre.”

How the Garcia Girls Spent Their Summer enjoyed a limited theatrical run in May and will be released on home video Aug. 12. The film, which stars America Ferrera and Elizabeth Peña, will have a marketing campaign that will include a national radio DVD giveaway promotion and an integrated marketing campaign with MTV that will dovetail with the Aug.4 theatrical release of Sisterhood of the Travelling Pants 2 and the season three debut of “Ugly Betty,” which both star Ferrera.

Maldeamores, which was executive produced by Benecio Del Toro, and August Evening will be released on DVD in November.

Sleep Dealer, a 2008 winner of the Sundance Film Festival's Alfred P. Sloan feature award, is set for a January release.

“We have built a tremendous line-up of commercial films set for theatrical release and have developed strong corresponding consumer campaigns,” said Victor Elizalde, head of home video.

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