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.

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Hollywood thinks there can never be enough of Zorro and Wilmer Valderrama seems to agree. He is developing for Disney Branded Television a reimagined Don Diego de la Vega and his alter ego, the hero masked horseman Zorro.

The series is being produced by John Gertz, a consultant on a previous TV series Zorro for 87 episodes 1990-1993, and Gary Marsh, former Disney Branded Entertainment president and chief creative officer. 

Ayo Davis, president of Disney Branded Television, said to industry media, “We’re reimagining this Disney classic as a compelling period piece, set in Pueblo de Los Angeles, but told in a very modern telenovela style – with richly drawn contemporary characters and relationships set against the action, drama, suspense, and humor of the original iconic Zorro.”

“Wilmer shares our commitment to reflect the interesting and rich diversity of the human experience,” Davis added. “And, we look forward to delivering a culturally relevant and entertaining story with definitional characters that will connect with our viewers for generations to come.”

And what does Valderrama think? 

“I’m excited to add to the legacy of the masked avenger while representing the Latino community, especially the younger generation that will grow up feeling represented as I have.”

The masked horseman was an inspiration for Valderrama in his youth. “Growing up, Zorro was the one character that made me, as a Latino, feel like I could be a hero,” he said. “As an adult and a storyteller, I have a responsibility for the stories that I help bring to life.”

Valderrama also stated that “partnering with Gary and Disney to bring Zorro back into the family after 60 years and be a part of the legacy for other children to know they too can be the heroes of their own stories is a dream come true.”

Valderrama is currently working on various Hollywood projects. He is producing the family comedy series Mexican Beverly Hills with Erick Galindo and Aaron Izek for CBS and Hipster Death Battle with Rafael Agustin and Marvin Lemus for the CW. His credits also include the voice of the character Agustin in Disney’s Encanto and he continues to portray NCIS Special Agent Nicholas Torres on CBS’ NCIS.

Valderrama is repped by UTA and Silver Lining Entertaining. 

Featured Photo: Wilmer Valderrama (Photo: CBS) / Artwork for the cover of Zorro 2 (Photo: Mike Mayhew/Dynamite Entertainment)

Check out the video trailer of The Mask of Zorro, the 1998 TriStar Pictures action film featuring Antonio Banderas and Anthony Hopkins.

The post Wilmer Valderrama Takes the Helm on the Reimagined ‘Zorro’ Series first appeared on .

Submissions Now Open At LatinoFilm.org 

Los Angeles, CA – The Los Angeles Latino International Film Festival (LALIFF) is back for its second year after a five year hiatus. This year LALIFF has announced they plan to spotlight U.S. Latinx content creators. The news was met with an enthusiastic response on social media, as the lack of U.S. Latino content creators has been noticeably absent at major film festivals across the U.S.

LALIFF it is set to return July 31-August 4 at the TCL Chinese Theatre in Hollywood.  Co-founded by Academy Award^® nominee, Golden Globe^® and Emmy^® winner Edward James Olmos (Battlestar Galactica, Stand and Deliver) and run by Executive Director Rafael Agustin (Jane The Virgin), the platform agnostic festival which showcases film, television, digital, music and art – will this year put a major emphasis on U.S. Latinx talent.  CAA, Egeda and AltaMed return this year as sponsors.

“LALIFF has become the preeminent destination for Latinx storytellers and this year we want to spotlight our homegrown U.S. community of filmmakers, musicians, students, TV writers, visual artists, digital producers and podcasters,” said festival co-founder Olmos.

LALIFF is programmed by two leading women with distinct pedigrees:  Artistic Director Diana Sanchez (who is an International Programmer for the Toronto International Film Festival®) and Director of Programming Dilcia Barrera (who is a Programmer, Feature Films at the Sundance Film Festival).   Submissions are now open at www.latinofilm.org.

This year LALIFF has established a paid internship which will be awarded to a high school student who has shown great academic improvement and displayed extraordinary filmmaking excellence. The Youth Cinema Project (YCP), which evolved from the festival’s youth program, announced that this year it will go to a Santa Ana High School student from the Santa Ana Unified School District.

LALIFF and YCP are programs of the Latino Film Institute (LFI), which this year added Dr. Ana-Christina Ramon (co-author of the highly influential Hollywood Diversity Report) to its Board of Directors.  

“As the largest minority group in the U.S. and one whose buying power outpaces other groups, Latinos are still severely underrepresented in film and TV. My goal is to provide the data necessary to enact meaningful change and motivate those in the industry to make content that is authentic and representative of how the majority of Latinos and other people of color live and work in America,” Said Ramon

To further expand efforts to be in the forefront of our industry, LFI this year has added LatinX In Animation as one of its signature programs.  Championing the growth of diversity in animation, the LatinX in Animation team will continue monthly networking events as well as take on developing an Animation curriculum for YCP and building out LALIFF Animation at this year’s festival.

About LALIFF

The Los Angeles Latino International Film Festival (LALIFF) was founded in 1997 by producer, director, actor and activist Edward James Olmos and independent producers, Marlene Dermer, George Hernandez, and Kirk Whisler. LALIFF is a non-profit 501c (3) organization with the mission to support the development and exhibition of diverse visions by Latinx creators.  

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