Hispanic-owned business grow at over twice the national average, report says


Fox News Latino (www.latino.foxnews.com)

Hispanic-owned businesses across the United States are growing more than twice the national average since 2007, according to a new report.

The Hispanics in Business 2014 study by Geoscape, says Hispanic-owned businesses will grow to 3.22 million by the end of 2014 and exceed $486 billion in annual revenue. The number of Hispanic businesses has increased 43 percent since 2007, the rate of all U.S. businesses increased 18 percent during the same period, and revenue that year was $358 billion.

The growth is significant, the report’s authors say, because it shows that Hispanics are increasingly becoming a major source for employing America’s workers and thereby becoming even more pivotal to the health of the U.S. economy.

“The Non-Hispanic population is older, retiring disproportionate to younger Latinos,” said Cesar Melgoza, CEO and founder of Geoscape. “So as we baby boomers age and continue to retire then greater reliance of Latino businesses will be a fact of life. So as we move forward it becomes everyone’s business that Latinos do well.”

The study suggests the growth is based on, among other things, better digital connectivity, the fact that Latinos use their smart-phones more than anyone else, allowing for “easier promotion and dissemination of great ideas.” Lower barriers to entry and easier access to capital are also credited l for helping foster Latino business growth. Though, still a major issue for entrepreneours, Melgoza says banks like Wells Fargo and Bank of America are doing a better job giving lines of credit to Latino business entreprenours.

Hispanics are more likely than any other ethnicity to start a business, and that spark for entrepreneurship, may actually be an unintended positive consequence from a lack of opportunities in Corporate America.


To read the full article on Fox News Latino, click here


Arts organizations across Southern California are getting set for another ground-breaking Pacific Standard Time initiative. The Getty Foundation announced $5 million in grants, given to arts institutions across Southern California for research and planning of an ambitious exploration of Latin American and Latino art called Pacific Standard Time: LA/LA.  Scheduled to open in September 2017, the new collaboration will present 46 exhibitions and events from San Diego to Santa Barbara, with additional exhibitions and programs still to be confirmed.

“With its historical roots in Latin America and its diverse population, Los Angeles embraces a global culture. In a way that is possible only in Los Angeles, Pacific Standard Time: LA/LA raises complex and provocative issues about present-day relations between north and south and the rapidly changing social and cultural fabric of Southern California,” said Jim Cuno, president and CEO of the J. Paul Getty Trust.

Through a series of thematically linked exhibitions, Pacific Standard Time: LA/LA aims to take a fresh look at vital and vibrant traditions in Latino and Latin America art. While the majority of exhibitions will have an emphasis on modern and contemporary art, there also will be crucial exhibitions about the ancient world and the pre-modern era. The initiative will generate significant research on topics from luxury objects in the pre-Columbian Americas to 20th-century Afro-Brazilian art and “renegade” alternative spaces in Mexico City, in exhibitions that will range from monographic studies of individual artists to broad surveys that cut across numerous countries. Research grants were selected with the advice of an international advisory committee of scholars.

“We anticipate Pacific Standard Time: LA/LA will produce new knowledge and insights about a wide range of Latin American and Latino art. This art deserves to be better known by audiences who will have the opportunity to view the exhibitions in dialogue with one another. The grants announced today will allow participating institutions the time and resources to conduct the research and planning that will provide the crucial underpinning for the exhibitions, publications, and related programs,” said Deborah Marrow, director of the Getty Foundation.

Institutions that received research and planning grants include Los Angeles County Museum of Art (LACMA); Museum of Contemporary Art Los Angeles (MOCA); Hammer Museum;  Chicano Studies Research Center at UCLA; The Huntington Library, Art Collections, and Botanical Gardens; Laguna Art Museum; Autry National Center for the American West; MAK Center for Art and Architecture at the Schindler House; Museum of Contemporary Art San Diego (MCASD); Museum of Latin American Art (MOLAA); Orange County Museum of Art (OCMA);  Santa Barbara Museum of Art and many others.  The Getty will offer three exhibitions at the Getty Center. Each institution will present a distinctive exhibition that will focus on some aspect of the broad history of Latino and Latin American art. This will be the first time that Latino and Latin American art may be viewed in relation to one another on a large scale.

Using the collaborative approach that characterized the original Pacific Standard Time, LA/LA will encompass dozens of organizations across Southern California in partnership with colleagues and institutions across Latin America. While the exhibitions and publications will focus on the visual arts, Pacific Standard Time: LA/LA programs will ultimately expand to touch on music, performance, literature, and even cuisine. The Getty and planning partners LACMA, MOCA, Chicano Studies Research Center at UCLA and Hammer Museum, and programming partners LA Phil and The Music Center are joining to create a multifaceted event—artistic, cultural, scholarly, diplomatic, civic, and festive—that also will leave a lasting legacy of artistic scholarship.

Once the research grants have been completed and exhibition plans are established, the Foundation will initiate exhibition implementation, publication, and program grants.

About Pacific Standard Time

Led by the Getty, Pacific Standard Time: Art in LA 1945-1980 was an unprecedented collaboration of more than 60 cultural institutions across Southern California coming together to celebrate the birth of the LA art scene. Between October 2011 and March 2012, each institution made its own contribution to this grand-scale story of artistic innovation and social change, told through the multitude of simultaneous exhibitions and programs on post-World War II art in Los Angeles.

In 2013, a smaller scale program, Pacific Standard Time Presents: Modern Architecture in L.A., explored the built heritage of our region.

The next iteration of the effort, Pacific Standard Time: Los Angeles/Latin America, or LA/LA, will take place in Fall 2017.

# # #


The J. Paul Getty Trust is an international cultural and philanthropic institution devoted to the visual arts that includes the J. Paul Getty Museum, the Getty Research Institute, the Getty Conservation Institute, and the Getty Foundation. The J. Paul Getty Trust and Getty programs serve a varied audience from two locations:  the Getty Center in Los Angeles and the Getty Villa in Malibu.


The Getty Foundation fulfills the philanthropic mission of the Getty Trust by supporting individuals and institutions committed to advancing the greater understanding and preservation of the visual arts in Los Angeles and throughout the world. Through strategic grant initiatives, the Foundation strengthens art history as a global discipline, promotes the interdisciplinary practice of conservation, increases access to museum and archival collections, and develops current and future leaders in the visual arts. It carries out its work in collaboration with the other Getty Programs to ensure that they individually and collectively achieve maximum effect.

Tune in to MSNBC on Friday, September 27 at 10p.m. ET/7p.m. PT for the “2013 NCLR ALMA Awards”

The “2013 NCLR ALMA Awards” on MSNBC will be live for the first time since its inception in 1995. The telecast, during National Hispanic Heritage Month, will celebrate the contributions of Latinos in the entertainment industry with a look back at this year’s outstanding achievements; tributes to career excellence, outstanding causes and philanthropy; and inspiring music performances and acts. The barrier-breaking awards show is the only nationally televised prime-time English-language program celebrating Latino contributions to entertainment and media. This year’s award show is being hosted by Eva Longoria and Mario Lopez.

In addition to the live “NCLR ALMA Awards” special, MSNBC will also present a one-hour news special discussing issues impacting the Latino community. The special will draw on the most important issues that the Latino community and the country are facing, such as immigration reform and education, as well as the causes featured by the honorees of the awards tributes. Over a two-hour span, viewers will see an exciting show, touching tributes and meaningful discussion connecting some of the biggest names in the Latino community with the important causes and issues that are being addressed to strengthen the country. Fans will be able to view four on-air hours of related programming, in addition to online content that includes celebrity interviews and behind-the-scenes footage:

· Friday, September 27 at 10:00 p.m. ET/ 7:00 p.m. PT on MSNBC: “2013 NCLR ALMA Awards” LIVE broadcast of a one-hour special showcasing the spirit and accomplishments of some of the most prolific Latinos in the entertainment industry, spanning music, television and film.

· Friday, September 27 at 11:00 p.m. ET/8:00 p.m. PT on MSNBC: Live broadcast of a one-hour news discussion on issues affecting the Latino community. MSNBC’s Alex Wagner will host the conversation about topics such as the rise of the Latino electorate, immigration reform, education and Latino images in the media. NCLR’s Janet Murguía and MSNBC contributor Maria Teresa Kumar will be among the guests throughout the hour.

· Saturday, September 28 at 4:00 p.m. ET on mun2: The hour-long “mun2 News Special Hecho en America” delves deeply into the personal success stories of its subjects—Latinos who are changing politics, culture and business in the U.S. Featuring actress Jessica Alba, Sen. Marco Rubio (R–Fla.), Girls Scouts of the USA CEO Anna Maria Chávez, comedian George Lopez, boxer Marlene Esparza, NCLR’s Janet Murguía and recording artist Christina Aguilera, this intimate first-person account of Latinos who are breaking down barriers in their fields takes a cue from the motto of a new movement: “50 million strong, making it in America.” “Hecho en America” will tell this remarkable story in the voices of those leading it.

· Saturday, October 5 at 4:00 p.m. ET/3:00 p.m. CT on mun2: “2013 NCLR ALMA Awards All Access Red Carpet Special” is a one-hour preshow featuring performers, presenters, hosts and honorees on the red carpet immediately followed by mun2 rebroadcasts of the “2013 NCLR ALMA Awards.”

Miami Marlins and Lanugo join forces to support Latino children through Hispanic Heritage initiative


The Miami Marlins joined Lanugo, the Miami-based Latino-oriented children’s apparel line that raises awareness among the future generation of Latinos of their cultural roots, this past Sunday. The day celebrated their initiative “Soy Americano y Latino de Corazon,” inspired from a need to find a constructive way for our community to express deep frustration surrounding the inflammatory Twitter remarks/attacks lobbed at 12-year-old Mexican-American Sebastien De La Cruz and Puerto Rican singer Marc Anthony for singing the national anthem and God Bless America during Major League Baseball’s All Star Game 2013.

In an effort to turn both negative situations into something that ‘sings’ with positivity, Miami residents Roberto Castro and his wife Carla Curiel, came up with an idea — send out a national Latino call to action for individuals and families to send in videotapes singing the Star Spangled Banner. Once the videos are received, they will be edited into one film showcasing Latinos from across the country singing the National Anthem.

Co-founder of Lanugo and the “Soy Americano y Latino de Corazón” initiative Carla Curiel takes the field with the kids to sing “God Bless America” at the bottom of the 7th inning at Miami Marlins game this past weekend

Press had the opportunity to interview the Latino couple—Miami residents Carla Curiel and her husband Roberto Castro—founders of this inspiring, heartwarming initiative, as well as a representative from the Miami Marlins, who spoke about the organization’s support of this local Hispanic initiative.


Latino Americans narrated by actor Benjamin Bratt premieres on PBS Sept. 17th

Latino Americans, a new three-part, six-hour documentary series narrated by actor Benjamin Bratt, premieres on PBS television in the United States on three consecutive Tuesdays, 17 September, 24 September and 1 October 8:00-10:00 p.m. ET (check local listings). The series will also be broadcast nationally in Spanish on Vme, the Spanish-language channel on public television, over six consecutive Fridays, beginning on 20 September.

Latino Americans is the first major documentary series in North America for television to chronicle the history and experiences of Latinos, who have for the past 500-plus years helped shape what is today the United States and have become, with more than 50 million people, the largest minority group in the U.S.

The Latino Americans production team, most of who are Latino Americans, includes individuals who are of Mexican, Puerto Rican, Cuban, Salvadoran and Dominicans heritage, among others. In addition to Bratt as the narrator, the musical score for Latino Americans is by award-winning composers Joseph Juli�n Gonz�lez, a native of California�s Central Valley of Mexican descent, and Claudio Ragazzi, a native of Argentina; and the acclaimed singer-songwriter Lila Downs, born in Oaxaca, Mexico, serves as the featured artist for the series, performing the closing song in Latino Americans.

A companion book by Ray Suarez, Senior Correspondent for PBS Newshour, will be released to coincide with the series.

2013 ADCOLOR Honorees Announced at ADCOLOR Live

Honorees for the 2013 ADCOLOR Awards were announced earlier this week at ADCOLOR LIVE! 2013. The event was streamed live from The Time Warner Center in New York City, and was hosted by fashion icon and stylist to the stars June Ambrose of Styled by June on VH1 and Film, TV and Broadway star Wilson Cruz. ADCOLOR LIVE! was sponsored by ADCOLOR, Time Warner and Publicis Group.

ADCOLOR celebrates and champions diversity in the advertising, marketing, media, and public relations industries. By highlighting the achievements of African-American, American Indian/Native American, Asian Pacific-American, Hispanic/Latino, LGBT and other diverse professionals, students, and diversity and inclusion champions, ADCOLOR aims to inspire the next generation of diverse professionals. The ADCOLOR Awards will take place on September 21(st) at The Beverly Hilton in Los Angeles. To register for the 2013 ADCOLOR Awards, Industry Conference and/or ADCOLOR(R) University, please visit: http://adcolor.org/.

As previously announced, Nick Cannon will be honored with the ADCOLOR All-Star Award for his achievements in music, movies, television and radio and charitable endeavors, Nick embodies the “Rise Up. Reach Back,” mission of ADCOLOR.

“The ADCOLOR(R) Board of Directors and Advisory Board are humbled by not only the immensity of their talent and achievement but the incredible ways this year’s honorees have given back to their respective industries and the world,” says Tiffany R. Warren, Founder and President of ADCOLOR(R) and SVP, Chief Diversity Officer, Omnicom Group.

Following please find a list of the ADCOLOR 2013 Award Honorees:

The Catalysts

   -- Janet MockWriter & Founder of #GirlsLikeUs Project 

   -- Wendy Lewis, SVP of Diversity and Strategic Alliances,Major League 

The Advocates

   -- Torrence Boone Managing Director, Agency Business Development Google 

   -- Ryan Tarpley Executive, CAA Foundation Creative Artists Agency

The Legends

   -- Pam El VP, Marketing & Advertising State Farm 

   -- Joe Lam President L3 Advertising

The Innovators

   -- Perry Fair CCO/President JWT 

   -- Brandice Henderson CEO/Founder Harlem Fashion Row

The Change Agents

   -- Singleton Beato EVP, Diversity & Inclusion and Talent Development 4A's 

   -- Loren Monroe-Trice Partner, Director of Diversity & Inclusion Ogilvy & 

   -- Shanita Akintonde Associate Professor and Advertising Program Coordinator 
      Columbia College

The Rising Stars

   -- Julius Dunn II Industry Education Liaison 4A's

The Rising Stars cont.

   -- Ashley McGowan Senior Account Executive Energy BBDO 

   -- Monse Huerta, SMG Hispanic Connections Manager Starcom Media Group

The One Club/ADCOLOR Creatives

   -- John C. Jay Partner and Global Co-Executive Creative Director Wieden + 

   -- Geoff Edwards Executive Creative Director Dojo Advertising

The Lifetime Achievement Recipients

   -- Byron Lewis Founder Uniworld Group 

   -- 4A's Multicultural Advertising Internship Program (est.1973)

The MVP (Most Valuable Partnership)

   -- Saatchi & Saatchi w/ The Martha's Vineyard African-American Film Festival

Also announced at ADCOLOR LIVE! were the kickstarter campaign and photo project “ADCOLOR presents TAGLINES” which is a TBWA\ project supported by DDB Studio 8 and the Studio NYC. TAGLINES captured 55 ADCOLOR Alumni and supporters over 6 days will launch in June with proceeds benefitting the ADCOLOR(R) FUTURES program and the members of the ADCOLOR(R) FUTURES Class of 2013. In its second year, ADCOLOR(R) FUTURES is a program in partnership with the member organizations of the ADCOLOR(R) Diversity Summit (ADS) which hosts two alumni from each member organization to participate in The 2013 ADCOLOR(R) Awards, Industry Conference, University and related events.


Target’s CEO claims Hispanics are a critical market for the company

The profile of Target’s customers is changing as the nation’s Latino population surges.

“Digitally connected, time-pressured, savvy moms who are increasingly Hispanic” is how Target CEO Gregg Steinhafel describes the retailer’s typical customer.

Target wants to retain other key customer groups, from millennials to aging Baby Boomers. But Steinhafel said Hispanics are a critical market for the company. They are the biggest and fastest growing minority group in the U.S, comprised of Latin American immigrants and their offspring, as well as Latinos whose families have been in the country for generations.

Large retailers like Target are working hard to win the loyalty and purchasing power of those more than 50 million consumers, particularly in states like Texas, California, New Mexico, Arizona, Nevada, Florida and Colorado, where more than a fifth of the population is Hispanic.

Read more here.

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Adelante and Hispanicize 2013 star in new Coca-Cola TV Commercial

The Adelante Movement and Hispanicize 2013 are the stars of a new Coca-Cola commercial that began airing this week nationally in both Spanish-language and English-language TV networks.

Titled “Coming Together” the commercial highlights Hispanicize 2013′s mission to bring Latino influencers together and the creative energy that Coca-Cola inspired through Adelante and many other music and dancing activities that it conducted at the event. Several notable Latina bloggers make cameo appearances including Carolina Gonzalez of Nina on the Moon, Rosy Cordero of Accidental Sexiness and Sylvia Oramas Akamine of Latina Con Estilo Elocuente.

The 30-second English language spot is airing on CNN, CNN Airport Network, Fox News, MSNBC, CNBC, BBC America, Golf Channel, OWN, Bloomberg TV,Weather Channel, Discovery Network, Food Network, Travel, Nick at Nite and the History Channel. The English language spot can be viewed at http://www.youtube.com/watch?v=t74cWoIun10

The Spanish-language spot is running on most of the major networks and can be viewed at http://www.youtube.com/watch?v=61cin4yiA2U.

Autism advocacy organization releases ads aimed at Hispanic and African-American parents

An ad in the campaign showing parents observing a child with the early warning signs of autism, a developmental disorder. ( New York Times)

AUTISM Speaks, the autism and science advocacy organization, this week is introducing a new public service advertising campaign aimed at Hispanic and African-American parents.

The campaign, developed with the Advertising Council, which has worked with Autism Speaks since 2005, was created by the New York office of BBDO and LatinWorks of Austin, Tex., both part of the Omnicom Group. The campaign describes early signs of autism in detail and encourages parents to take immediate action if their child does not meet standard developmental milestones.

The new campaign is geared specifically at Hispanic and African-American parents because, according to the Centers for Disease Control and Prevention, the current age of diagnosis among these groups, as well as among low-income families, is higher than that of the general public. According to the C.D.C., although the average age now of diagnosis in the United States is 4 to 5 years, a reliable diagnosis can be made as early as 18 to 24 months. And if the disorder is treated from the ages of 3 to 5, from 20 percent to 50 percent of children with autism will be able to attend mainstream kindergarten, according to studies by The Journal of Consulting and Clinical Psychology and The Journal of Autism and Developmental Disorders.

Autism is the fastest-growing serious developmental disorder in the United States. According to a study released last year by the C.D.C., in 2008, one in 88 children was diagnosed with autism by a doctor or other medical professional, a 78 percent increase over 2002. For boys, the ratio was one in 54.

Dr. Geraldine Dawson, chief science officer of Autism Speaks, said the increase in autism diagnoses was partly because of a broadening of the definition of the disorder. She also said environmental risk factors probably affected the increase.

Autism Speaks, founded in 2005 by Bob Wright, former chairman of NBCUniversal, and his wife, Suzanne, whose grandson has autism, took a different tack than before with the new Ad Council campaign. Messages of previous campaigns, also created by BBDO, focused on the numerical odds of children being found to have autism, some with celebrities whose children have autism.


Read more at The New York Times

Hispanicize 2013 and the Friends of the American Latino Museum Host National Town Hall ‘Searching for Cesar Chavez,’ an Exploration of Leadership in the Latino Community

Town Hall will be a national live-streamed event joined by national experts, media and elected officials


On the 20th anniversary of Cesar Chavez’s passing and just months after the presidential election in which U.S. Hispanics cast the decisive votes, Hispanicize (@Hispanicize) and Friends of the American Latino Museum (@LatinoMuseum) gather a who’s who of Hispanic cultural, media, entertainment and political thought leaders to tackle one of the most vexing questions Latinos often ask themselves: Who is our modern day Cesar Chavez?


A recent Pew Hispanic Center survey suggests Latinos do not have a national leader.  What opportunities are we losing if we fail to have a strong, dynamic national spokesperson, such as Gloria Steinem for the women’s movement or Jesse Jackson for the Black community? Or are we doing just fine without one?


In partnership with the Friends of the American Latino Museum – who will live stream this cultural summit to its 325,000 subscribers (including over 250,000 Facebook and Twitter followers) – Hispanicize 2013 (#HISPZ13) will present one of the most culturally stimulating discussions ever witnessed about where Latinos truly stand in America today. Join us for an interactive ‘town hall’ stylized meeting that will conclude with actionable next steps that may well help change history.


“With over 50 million American Latinos in this nation, strong Latino leadership is vital to ensuring our community’s voice is heard,” said Cid Wilson, Board Chair for the Friends of the American Latino Museum. “We are proud to partner with Hispanicize for this panel that will highlight our cultural leaders throughout history while building recommendations to nurture the leaders of tomorrow.”


This special, interactive session will discuss:


  • A historic overview of Latino leadership from the Chicano and civil rights movement era to present day
  • Industry snapshots of where Latinos stand in the cultural and political map of modern day America
  • The complex cultural and political divisions that challenge the Latino community’s ability to unite behind just one leader
  • A look at what has changed – or not – since the largest Latino voter turnout in U.S. election history and the re-election of President Barack Obama


The MC for the session will be Viviana Hurtado, Ph.D., Founding Editor, The Wise Latina Club and Host, Hispanic Business Today on NBC.



Helen Aguirre Ferré, Award winning journalist and Host of “Zona Politica con Helen Aguirre”

Fernando Espuelas, Host of “El Show de Fernando Espuelas”, Univision America



Maria Cardona, Democratic strategist, CNN Contributor and Principal at Dewey Square Group

Jim Estrada, Founder of Estrada Communications Group, Inc. and Author, “The ABCs and Ñ of

America’s Cultural Evolution”

Charles P. Garcia, Partner, Garcia Trujillo, LLC and Latino Rebels and Author “A Message from Garcia”

Rick Najera, Writer/Director and Author of “Almost White”

Sonia Nazario, Pulitzer Prize-winning journalist and author of “Enrique’s Journey”

Leslie Sanchez, Republican strategist, author and founder/CEO of Impacto Group LLC


This special event has been made possible with the support of AARP.

New study by Lapiz reveals the habits and behaviors of today’s Latino shopper

Today, Lapiz, the marketing agency for emerging cultures that is part of Leo Burnett, released a new consumer research study, LatinoShop. According to the study, Latinos view shopping much differently than their non-Latino counterparts. For Latinos, shopping is not a process or a chore; it’s an experience – a multisource, multisensorial and multigenerational experience that provides retailers and marketers with a wide range of opportunities to engage. The study is part of a landmark global research initiative, PeopleShop, focused on illuminating cultural, geographical and economical influences that impact how and why people shop around the world.

It’s no secret that the U.S. Latino population is growing. In fact, it is the fastest-growing population group today, expected to increase 22 percent from 2010 to 2020, resulting in 337 million Latinos[1]. Furthermore, Latino buying power is projected to grow from $1 trillion in 2010 to $1.5 trillion in 2015, and the median age of the Latino population is 28 years old, nearly 10 years younger than the total market age of 37 years[2]. Lastly, and most important, by 2015, 1 in 3 babies will be Latino[3].

As such, the Latino population is consuming and spending faster than ever before. With a younger, more impressionable demographic dominating the masses, it’s predicted that this trend will continue.

According to Gustavo Razzetti, EVP, Managing Director of Lapiz, this shift provides retailers and marketers with a unique opportunity to reinvigorate their marketing strategies.

“Emerging cultures are reshaping America, and Latinos are leading the way,” said Razzetti. “Future growth depends on understanding Latinos and the cultural underpinnings that drive their shopping behavior.”

Cultural roots and a strong heritage influence the way Latinos eat, clean, cook and ultimately how they buy and consume goods. For instance, Latinos’ shopping experience is inherently social, leveraging other people’s opinions, advice and feedback through a variety of channels and networks when they shop.

“Latinos are masters of social shopping,” said Razzetti. “They leverage mobile, social media and friends and family to share their shopping experience before, during and after. For them, shopping is a journey that combines both a physical, multisensorial experience with a digital multisourced one too.”

Below is a glimpse into the mindset of today’s Latino shopper:

Touch, see, smell, try and buy: Latinos shop with their senses.

Read more here.

Why ‘End of Watch’ May Start New Trend for Portrayal of Latinos in Hollywood (via Hispanicize.com)

BY MANNY RUIZ (@MannyRuiz)

“End of Watch”, the stirring buddy cop film starring Michael Peña and Jake Gyllenhaal as L.A. police officers Mike Zavala and Brian Taylor, enters its second week of release today atop the box office and with tremendous momentum.  Latino moviegoers accounted for more than 30 percent of the film’s haul last week and the film is winning rave reviews from both critics and Latinos alike for its double claim to fame: a great film that also happens to portray Latinos positively and accurately.

In the weeks and months ahead “End of Watch” is sure to be dissected and discussed as a possible Oscar contender but in the meantime we went behind the scenes to explore how this film got so much right from the bottom up.  Some of the answers will surprise you.

The Story

The first element the film got right is that it is a powerful story about friendship, family and sacrifice.   Universal themes with universal characters never hurts.

“Michael Peña plays a great character that Latinos can be proud of but none of that really matters if you don’t begin with a great story that’s also well produced,” said Ivette Rodriguez, CEO of American Entertainment Marketing (AEM) and the lead publicist for Hispanic outreach.  Writer/director David Ayer, who has some practice making films about cops (he wrote the highly acclaimed “Training Day”), has crafted an engaging story that is humorous, sentimental and dangerous all at once.

It’s also a film that took some risks such as the director’s use of first-person camera angles (even shotguns served as camera mounds).  At first the unique camera angles appear jarring to viewers but as the story unravels, the unique cameras prove masterful.  READ THE FULL STORY AT HISPANICIZE.COM HERE.