Minivela Launches to Empower Latino Filmmakers and Reshape Digital Advertising

A groundbreaking collaboration between novela and film star Carlos Ponce, Brilla Media, Numatec, and Chicano Hollywood is set to transform the landscape of Latino filmmaking and digital advertising. The joint venture, named Minivela, was announced at the 26th annual ANA Multicultural Marketing & Diversity Conference in Las Vegas and is slated to launch in January.

Minivela aims to combine 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 digital shorts, ranging from 10 to 90 minutes, developed in collaboration with filmmakers and influencers. Content will be produced in English, Spanish, or bilingually, depending on the story's requirements.

Manny Ruiz, who will serve as 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 initiative aims to consistently produce universally appealing stories with the potential to evolve into independent features or series.

Carlos Ponce, who will also act and direct in select Minivelas, highlighted the venture's significance in addressing representation gaps: "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 platform primarily targets American Latinos aged 18-34 and will launch weekly content verticals featuring romantic comedies, strange happenings, supernatural themes, and even stories about "La Mala Suegra" (The evil mother-in-law). These 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, an influential L.A.-based production, media, and magazine company. As Minivela's exclusive West Coast production arm, 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. It's also critical to note that for Minivela, the projects must be Latino-produced but the stories must appeal to audiences universally even outside our core Hispanic community."

The founders of Minivela are committed to being a force for good in the industry. Angela Sustaita-Ruiz, chairwoman of Brilla Media, emphasized their intention to push boundaries while avoiding stereotypical portrayals: "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."

This initiative has significant implications for the entertainment industry and digital advertising landscape. By providing a platform specifically designed for Latino creators, Minivela addresses the long-standing issue of underrepresentation in Hollywood. It offers opportunities for emerging talent to showcase their work and potentially break into mainstream entertainment.

For advertisers, Minivela presents a unique opportunity to reach the growing U.S. Hispanic market through culturally relevant content. The partnership with Numatec and Brilla Media's Nuestro Media network enables brand sponsors to effectively target USH audiences across digital, CTV, and other platforms.

As the entertainment industry continues to evolve, initiatives like Minivela play a crucial role in diversifying content and providing authentic representation. By combining short-form digital content with the popular telenovela format, Minivela is poised to capture the attention of younger Latino audiences while creating a new avenue for storytelling and advertising.

The launch of Minivela