The swell of support may equal box-office bank for In the Heights
The film that has been generating a lot of buzz leading up to today’s theatrical release is In the Heights, written by Lin-Manuel Miranda (Hamilton) and directed by Jon M. Chu (Crazy Rich Asians). It releases today June 11 in theaters nationwide and on HBO Max. Its a film to be appreciated to the fullest on a “big screen” for many reasons.
Almost every single critic has raved about the film, the direction and the casting. You will see an amazing cadre of “new” talented actors (at least on he big screen), starting with the lead Anthony Ramos. Ramos is on his way up with a bullet. Ramos met Miranda when he was cast in his hit play Hamilton. Since then he has worked on four project with him. Even before the release of In the Heights, which is his first starring role in a movie, Ramos’ talent has already led to roles in HBO’s In Treatment, and the Paramount Pictures upcoming untitled Transformers project.
In addition to Ramos, the two female leads Melissa Barrera (Vida) and singer Leslie Grace make their film screen debut and they do it spectacularly! These are now two talents that will be getting a lot more work in Hollywood. As a matter of fact Barrera has already landed her next three films. She just finished shooting Carmen where she plays the lead in the Sony Pictures Classics while also just wrapping Scream for Paramount pictures. The actress just signed a deal to star in Breathe, a six-episode drama series for Netflix.
Grace is a Latin Grammy Award-nominated singer who in 2015 signed a distribution deal with Sony Music Latin and a worldwide contract with Sony/ATV. After her performance in In the Height, where she shines as Nina, we predict you will be hearing about her next role soon.
There is a wave of support for In The Height, which is literally “opening up” theaters with it’s release this weekend. Celebrities who have seen the movie and asking people to go see it include Oprah, Dwayne Johnson, Ariana Grande and Hugh Jackman among others.
Social media is a-buzz with excitement for the premiere with several organizations coming out in full force to support.
NALIP, an organization that addresses the professional needs of Latino filmmakers content creators, launched #LatinxGoldOpen Theater Buyout Movement. An extension of the campaign that began with Asian films, it is now expanding to help secure box office success for Latino movies.
Joining to the supporters are Eugenio Derbez who said, “Thanks to NALIP and Gold House we get behind our creative community and Lin Manuel Miranda is one of the creators we are all most proud of. I’m also in Atlanta shooting our next movie and selfishly want to see In the Heights on the big screen ASAP!”
Actress Tatyana Ali of The Young and the Restless fame stated, “Lin-Manuel Miranda and Jon M. Chu’s upcoming film, In the Heights is a much needed celebration of the diverse perspectives and identities that make up our Latinx communities. To experience the sounds and sights of one’s own culture on the big screen is a balm to the soul. This film is also an invitation to listen to the dreams of others—a declaration of the sueñitos we all share. Join the #LatinxGoldOpen movement to ensure that more stories like In the Heights are told!”
Several multi-cultural organizations including CAPE, African-American Film Critics Association, Define American, The Blackhouse Foundation, and more have joined the effort behind #LatinxGoldOpen.
“Countless studies have demonstrated that films with diverse casts in front and behind the camera tend to do better at the box office,” says Benjamin Lopez, executive director of NALIP. “While Hollywood knows this to be true, there is still a long road ahead for proper diverse representation. We’re excited to work with Gold House for the #LatinxGoldOpen initiative promoting Jon M. Chu’s film In the Heights, based on the stage musical by the same name by Lin-Manuel Miranda and Quiara Alegría Hudes. Added Lopez, “This partnership is a strong example of multicultural organizations coming together to support one cause, amplifying and supporting authentic stories and diverse talent in the media and proving that there is a worldwide audience for them.”
For decades studios and the Latino community have had high hopes for Latino themed film to succeed at the box office, only too see them fail. This time around there is also support from other communities, and even mainstream media. This time it feels different.
There is already buzz about Oscar nominations. But let’s not get ahead of ourselves and just get out there, especially if you are vaccinated, and enjoy In The Heights where it was made to be seen, on the “big screen”.