Latino Creators Are No Longer An Underserved Sidebar
By Judi Jordan
The American Film Market® staged a bold and forward-looking comeback this year, roaring back into Los Angeles with 6,132 attendees representing 83 countries and filling every corner of the Fairmont Century Plaza with energy, opportunity, and the unmistakable sense that global independent cinema is entering a new era. With 285 companies from 35 nations, the sold-out exhibition floor reaffirmed AFM’s reputation as the must-attend global marketplace — and Latin America, Spain, and U.S. Latino creators were unmistakably in the mix.
One of the biggest additions to AFM 2025 was the new Innovation Hub, produced in collaboration with Marché du Film / Cannes Next. The Hub brought together nine cutting-edge companies, anchoring AFM’s first-ever AI-driven programming series. These sessions tackled everything from ethical AI deployment to creative automation and distribution disruption — with panelists urging independent filmmakers, especially those from underrepresented communities, to stay ahead of the technology that’s reshaping global storytelling. For Latino creatives, this wasn’t a warning — it was a roadmap.
Another high-impact moment came with the spotlight on Navarra, Spain, presented by Arturo Cisneros and Beatriz Acinas. In one of the Market’s liveliest and most strategically important sessions, the duo introduced Navarra as Europe’s next breakout production hub, bolstered by muy generoso incentives, collaborative government support, and a streamlined co-production structure ideal for cross-border Spanish-language storytelling. With Mexico, Brazil, Argentina, and the U.S. Latino sector increasingly expanding into prestige TV, genre, and epic drama, Navarra’s pitch resonated as more than financial — it felt like a cultural bridge. The addition of the new Creators’ Lounge provided the perfect atmosphere for these conversations to turn into collaborations on the spot.
Latino presence wasn’t limited to the exhibitor floor — it made powerful waves onstage as well. Latino leadership also dominated the conversation onstage. The “Crafting the Narrative…” panel featured words of wisdom-getting greenlit from Lourdes Diaz (AGC Studios, former President of Entertainment at Univision). The session “Latinos Navigating Hollywood” assembled a powerhouse panel including Director Jay Torres, TV Writer/Author Rafael Agustín, Director Patricia Riggen (Miracles From Heaven), Producer Yolanda Macias (Terrifier 3), Robert Muñoz, Their discussion was frank, incisive, and deeply reflective of the moment: despite Latinos’ massive audience share and growing critical acclaim, greenlighting power and financing still lag far behind. But every panelist emphasized momentum — not deficit.
They spoke of rising transnational collaborations, an explosion of Latino genre and prestige storytelling, and the increasing refusal of Latino creators to wait for permission. The message was clear: the talent is here, the global Spanish-language audience is here, and Hollywood’s inaction is now costing it financially and creatively.
Buyers from Mexico, Brazil, Spain, Colombia, Chile, and the U.S. Latino sector fueled the marketplace, underscoring how Spanish-speaking regions are shaping global content demand across streaming, theatrical, and hybrid distribution. By the close of the Market, one truth resonated louder than any keynote: Latino creators are no longer an underserved sidebar — they are central to the future of the global indie landscape. AFM’s return to Los Angeles simply made it impossible to ignore.