¡Viva Tu Cine!

A new Latin American film series kicks off in Los Angeles this month in an effort to provide greater access for the Latino community to first-run films from Mexico and Latin America. Thirty years ago first-run Mexican cinema played to packed theatre houses across the country; however, today only three or four films per year make it across the border. Beginning September 24, ¡Viva Tu Cine! will bring Spanish-language movies all year round to theaters across Los Angeles County.

While traditional film festivals compress several movies into just a few days, this series is unique. Each month, a first-run Mexican or Latin American film will play at six theaters in communities with large Latino populations. The first film, a family comedy about Mexican kids’ soccer team called “Atletico San Pancho,” opens on September 24. Following months will include comedies, love stories and dramas primarily from Mexico, but also from other Latin American countries.

“I always thought it was strange that in Los Angeles, a county where 38% of the population speaks Spanish, there is no movie theater where you can go to watch the latest Mexican movie,” said Joshua Gabel, president of Casa Nova Films. “We are trying to get the message out to local theater chains that Latin American cinema has a market in this county.”

The series aims to attract Latinos living in the area, as a way for them to support Latin American cinema and preserve their connection with their native countries. But ¡Viva Tu Cine! also provides an opportunity for all Los Angeles County residents to connect with and learn about Hispanic culture. The title, ¡Viva Tu Cine!, means “Long Live Your Cinema!”

¡Viva Tu Cine! is produced by the non-profit Casa Nova Films and sponsored by GMC, a division of General Motors, as part of its community relations initiatives. In addition to GMC, Casa Nova Films is counting on the support of local city councils, community organizations and local businesses to grow and expand this program to more Los Angeles theatres.

The first ¡Viva Tu Cine! film, “Atlético San Pancho,” is a heartwarming story of a rag-tag kids’ soccer team that must overcome all odds to make it to the final game of a soccer tournament that will be played in Mexico’s famous Azteca Stadium. The film opens September 24 in the following cinemas:

— Van Nuys – Mann’s Plant
— South Gate – Edwards El Paseo
— Pasadena – Laemmle’s One Colorado
— Commerce – Pacific’s Commerce
— Huntington Park – Metropolitan’s Park Twin
— Santa Ana – Metropolitan’s Fiesta