Actor Carlos Ponce, Brilla Media, Numatec and Chicano Hollywood Launch Minivela
There is power in numbers, and if that is so, with the new partnership between novela and film star Carlos Ponce, Brilla Media, Numatec, and Chicano Hollywood, who are launching Minivela, it is a power move in the right direction. Minvela is their digital shorts joint venture launching in January 2025 aimed to set in motion a bold new era for American Latino filmmakers, creators, and advertisers. The announcement was made at the 26th annual ANA Multicultural Marketing & Diversity Conference in Las Vegas earlier this week.
Minivela is an American Latino-owned and operated company dedicated to producing advertiser-supported digital shorts created by Latino filmmakers and creators with a target audience of primarily American Latinos ages 18-34. Initially the streaming content verticals will range from 10 to 90 minutes. A key pillar of Minivela’s approach is to catapult select narratives into independent features or series utilizing the innovative, adtech-powered approach.
“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 serve as the Chief Creative Officer and Executive Producer of the joint venture alongside Ponce, who 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.”
“When the Hollywood system is undergoing a much-needed reboot, Minivela represents a beacon of hope, experimentation, and opportunities for Latino creatives at a time” said Ponce. Adding that the 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.
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.
The West Coast production arm of the company and 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.
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!”
Angela Sustaita-Ruiz, chairwoman of Brilla Media, the parent company of Minivela, expands on the mission of the venture, “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.”