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Novela and Film Star Carlos Ponce, Brilla Media, Numatec, and Chicano Hollywood Team Up to Launch Minivela: A Bold New Era for American Latino Filmmakers, Creators, and Advertisers

News provided by news direct2024-11-18

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Novela and film star Carlos Ponce, Brilla Media, Numatec, and Chicano Hollywood are partnering to launch Minivela, a digital shorts joint venture that starting in January marks a bold new era for American Latino filmmakers, creators, and advertisers. The announcement was made today in Las Vegas as part of the 26th annual ANA Multicultural Marketing & Diversity Conference that is taking place at the Bellagio. (See the Minivela trailer here).

True to its name, Minivela combines the fast-paced nature of vertical short-form content with the iconic, entertaining essence of the telenovela—a genre created by Latinos. The advertiser-supported Minivelas, – ranging from 10 to 90 minutes – are being developed collaboratively with filmmakers and influencers in English, Spanish, or bilingually, depending on the organic needs of the stories.

“This is a groundbreaking journey that we believe will empower Latino storytellers and drive U.S. Hispanic digital advertising for years to come,” said Manny Ruiz, who will serve as the Chief Creative Officer and Executive Producer of the joint venture alongside Ponce and will also write and direct select Minivelas. “Our focus is on consistently producing universally appealing stories with a vision that extends beyond Minivelas. A key pillar of our innovative approach is to catapult select narratives into independent features or series.”

“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,” said Ponce, who in addition to executive producing, will also act and/or direct in select Minivelas. “I’m thrilled that our Latino-owned venture will address the representation gap for our community organically, and that our operations are driven by pioneers in Latino social media, digital media, and adtech.”

Minivela primarily targets American Latinos 18-34, and will commence weekly in January with content verticals that feature romantic comedies, strange happenings, the supernatural, and even La Mala Suegra (The evil mother-in-law). The family-friendly digital films will be accessible free on Minivela’s YouTube, and social media channels, as well as thru adtech conglomerate, Numatec’s distribution partnerships. Combined with Brilla Media’s Nuestro Media network, brand sponsors will be able to secure USH audiences effectively across digital, CTV, and other platforms.

Let the Films Roll!

A cornerstone of Minivela is Chicano Hollywood, the influential L.A.-based production, media, and magazine company that produces the annual Elevate conference for Latino filmmakers, and is the exclusive West Coast production arm of the company.

Chicano Hollywood is already producing one of the platform’s early bets, a feel good romcom called “Cholita Takes L.A.” that is being directed by a rising Chicana director. Cholitas, Cholos, and Cholas shine in this story about a young Bolivian luchadora and aspiring fashion designer who journeys to L.A. to care for her ailing grandmother—only to discover she must also overcome culture clashes and personal challenges on her path to unexpected love.

“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,” said Johnny Murrillo, founder and CEO of Chicano Hollywood. “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. We have some fun ones lined up!”

A Force For Good

Being a force for good also matters deeply to Minivela’s founders.

“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,” said Angela Sustaita-Ruiz, chairwoman of Brilla Media, the parent company of Minivela. “I believe Minivela will also prove to be a catalyst for many Latinas and Latinos who one day will remember that they got their big Hollywood break writing/directing, producing and/or acting in a Minivela.”

About Minivela

Co-headquartered in Los Angeles and Miami, Minivela is an American Latino-owned and operated company dedicated to producing advertiser-supported digital shorts created by Latino filmmakers and creators.

The company is a joint venture between actor Carlos Ponce, Brilla Media, and Numatec. Minivela merges the fast-paced appeal of short-form vertical content with the iconic, entertaining essence of the telenovela—a genre proudly created by Latinos. These advertiser-supported Minivelas, ranging from 10 to 90 minutes, are developed in collaboration with filmmakers and influencers, featuring content in English, Spanish, or a bilingual mix based on the organic needs of the stories.

Minivela content is available through its YouTube, and social media channels, as well as through adtech conglomerate, Numatec’s distribution partnerships, which include CTV.

About Brilla Media Ventures

Brilla Media Ventures provides engaging cultural content for multicultural marketers through its owned and operated platforms, Nuestro Stories, Minivela, Nuestro Studios, and Brilla Latina. Offerings also include programmatic advertising technology services for scalable media delivery, digital shorts, influencer marketing, creative studio services, and brand activations.

Brilla Media is a certified women-owned Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC). The company is led by Angela Sustaita-Ruiz, its chairwoman, and Manny Ruiz, creators of Hispanicize, and trailblazers in the Hispanic media, social and influencer marketing industries, the Latino press release wire industry, and the first network of Hispanic print media companies online.

About Numatec

Based in Miami, FL, NUMATEC is a holding company that owns and operates 11 subsidiaries in its fast-growing portfolio. The company actively seeks out new opportunities to scale companies in the AdTech and MarTech industries to build the world’s premier network of service providers for today’s global brands. Uniquely positioned to offer superior service and value, NUMATEC boasts a global footprint across 22 countries that is unparalleled. Learn more at www.NUMATEC.com / www.ekn.solutions/usa/media/

About Chicano Hollywood

Chicano Hollywood is a L.A.-based production, media, and magazine company that produces the annual Elevate conference for Latino filmmakers, and is the exclusive West Coast arm of Minivela.

Chicano Hollywood is dedicated to elevating Chicano/Latino stories, creators, and talent across the entertainment spectrum. With a mission to champion authentic representation and bring Chicano/Latino-driven narratives to the forefront, Chicano Hollywood is empowering a new wave of creatives in film, television, and digital media.