A groundbreaking initiative is set to reshape the landscape of Latino filmmaking and digital advertising in the United States. Novela and film star Carlos Ponce has joined forces with Brilla Media, Numatec, and Chicano Hollywood to launch Minivela, a digital shorts platform that promises to usher in a new era for American Latino filmmakers, creators, and advertisers.
Minivela, which will debut in January, combines the fast-paced nature of vertical short-form content with the iconic essence of telenovelas, a genre created by Latinos. The platform will feature advertiser-supported ‘Minivelas’ ranging from 10 to 90 minutes, developed collaboratively with filmmakers and influencers in English, Spanish, or bilingually.
Manny Ruiz, who will serve as the Chief Creative Officer and Executive Producer alongside Ponce, emphasized the venture’s potential impact: ‘This is a groundbreaking journey that we believe will empower Latino storytellers and drive U.S. Hispanic digital advertising for years to come.’ The platform aims to produce universally appealing stories with the potential to evolve into independent features or series.
Carlos Ponce highlighted the significance of Minivela for Latino creatives, stating, ‘Minivela represents a beacon of hope, experimentation, and opportunities for Latino creatives at a time when the Hollywood system is undergoing a much-needed reboot.’ The Latino-owned venture seeks to address the representation gap in the entertainment industry organically.
Targeting American Latinos aged 18-34, Minivela will launch weekly content verticals featuring romantic comedies, strange happenings, supernatural themes, and even ‘La Mala Suegra’ (The evil mother-in-law). The family-friendly digital films will be accessible for free on Minivela’s YouTube and social media channels, as well as through Numatec’s distribution partnerships.
A key partner in this venture is Chicano Hollywood, the influential L.A.-based production, media, and magazine company. As the exclusive West Coast production arm of Minivela, Chicano Hollywood is already producing one of the platform’s early projects, a romantic comedy titled ‘Cholita Takes L.A.,’ directed by a rising Chicana director.
Johnny Murrillo, founder and CEO of Chicano Hollywood, expressed enthusiasm for the project: ‘Minivela is putting deeds before words, and that’s something the Latino film community will root hard for, and why we’re a proud partner.’ He emphasized that while the projects must be Latino-produced, the stories are designed to appeal to audiences universally.
The founders of Minivela are committed to being a force for good in the industry. Angela Sustaita-Ruiz, chairwoman of Brilla Media, the parent company of Minivela, stated, ‘We’re going to push boundaries and prove that you can be creative and positively provocative without leaning on the usual violent drug dealers, and other tired tropes that diminish our community.’
Minivela’s launch represents a significant step forward in diversifying the entertainment landscape and providing opportunities for Latino creators. By combining innovative short-form content with the cultural richness of telenovelas, the platform aims to captivate audiences while opening doors for emerging talent in the Latino community.
As the entertainment industry continues to evolve, initiatives like Minivela play a crucial role in ensuring diverse voices are heard and represented. The platform’s success could potentially reshape how stories are told and consumed, particularly within the U.S. Hispanic market, and pave the way for more inclusive content creation in the broader media landscape.
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