New label Maya focuses on Latino DVDs
Plans to market films to mainstream audiences
By Cindy Spielvogel -- Video Business, 6/24/2008
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JUNE 24 | New label Maya Entertainment Home Video, which announced its formation today during the Home Media Expo in Las Vegas, plans to release 50 to 60 titles per year with an emphasis on the Latino market.
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2008 Home Media Expo
The first title, How the Garcia Girls Spent Their Summer, starring America Ferrera (Sisterhood of the Traveling Pants II, Ugly Betty) and Elizabeth Pena, will be released Aug. 12. The film will be supported by a national radio giveaway and an integrated marketing campaign with MTV.
“We have built a tremendous lineup of commercial films set for theatrical release and have developed strong corresponding consumer campaigns that will appeal to video retailers,” said Victor Elizalde, head of home video for the new company.
“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, director of video sales for Maya.
Other titles coming from Maya include Maldeamores, executive produced by Benecio del Toro, due in November; August Evening, also due in November; and Sleep Dealer, a sci-fi thriller that won the 2008 Sundance Film Festival Alfred P. Sloan feature film award, set for release in June 2009.
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