Rodriguez: Si Se Puede (Yes We Can)

By Damian D. Rodriguez LaVoz Latina 91.9 FM

The Latino community is abuzz over rumors that Century Cinemas is bringing the long-awaited movie biopic “Cesar Chavez” to Burley. If so, kudos to the cinema owners for recognizing that Latinos are members of the community, and we, too, have a history.

The last Latino-themed movie shown in the Mini-Cassia area was “Selena.” We lined up and paid to see this movie more than once. We Latinos knew Selena, and many of us had seen her in concert. The film made $15 million its first weekend, and in 100 days, it earned $35 million nationwide.

The Latino community hoped this would start a trend. It didn’t. Other Latino movies — such as “Instructions not Included” with Mexican film star Eugenio Derbez and “Pulling Strings” — did not make it to Burley. These were American-made movies financed by American producers.

“Instructions not Included” was the highest-grossing Spanish-language movie of all time, making $44 million. The Oscar-winning movie “12 years a Slave” grossed $56 million. Latinos bought 25 percent of domestic tickets despite comprising only 17 percent of the population.

I hope Century Cinema owners realize they are sending a positive message. Latinos are not the only moviegoers who will benefit from seeing a film about the life of a Mexican-American labor leader. This is American history. Our children should know their history. Cesar Chavez spoke English, the movie is in English with, of course, some subtitles.

If the rumors are true, then the theater owners are celebrating our commonalities, not our differences. Latinos are teachers, principals, lawyers, counselors, nurses, doctors and other hard-working members of this community. And we support our local theaters.

Thank you, Century Cinema, for not following other Idaho moviehouses, such as Boise theaters that have declined to show the Cesar Chavez biopic in Ada County. Instead, Canyon County showed the film. Perhaps someone thinks only a place with more Latinos will support this movie. Not true. Latinos from Boise and Meridian traveled to Caldwell to see the movie, and they’re still talking about it. Somebody lost out.

Such actions prevent Latinos from being regarded as community members, instead treating them as outsiders whose movies would only be seen by them. So those who aren’t Latino don’t get the chance to see this movie either. This is a missed opportunity. This is sad. We watch movies about African-Americans, such as “Mandela,” “Malcolm X” and “Ali.” I can count the African-Americans in the Mini-Cassia area on one hand, but still these movies come to Burley.

For Century Cinema, bringing in this movie would be good business. Cesar Chavez was the Latino version of Nelson Mandela, the Rev. Martin Luther King and Mahatma Gandhi — all of whom practiced non-violence to make positive changes and lived through violent times to make peace. Latino history has a different perspective than the ones others may know.

Damian D. Rodriguez is a DJ and talk show host for the Spanish language radio station, La Voz Latina 91.9 FM, in Burley.

Cesar Chavez Film Faces Criticism For Not Being Chicano Enough

by Public Radio East

In the little more than a week since the Cesar Chavez movie came out, there have been as many complaints as kudos for the handling of the complex story about the Mexican-American union organizer and civil rights leader. Some pointed out that Filipinos were left out of the story, others mentioned Chavez's views about undocumented immigrants went unsaid and still others noted the role of women in the movement was downplayed.

Another concern that was aired had to do with the background of the film's director, Diego Luna. He is of Mexican, not Mexican-American, origin. Chavez's youngest son, Paul Chavez, told NPR that the family was initially concerned about "a Mexicano telling a story that is really about a Mexican-American Chicano in the United States," but that they were eventually won over by Luna's passionate commitment to the story and willingness to learn.
Luna was able to push through a project that had circulated around Hollywood without success for decades because he is considered "bankable." And "bankability" is the most elusive and valuable currency in the notoriously risk-averse industry (Fast & Furious 7, anyone?).

A quick scan of other "Latino" members of the Tinseltown A-list quickly reveals that most immigrated from Latin America or Spain: Luna and his compadre Gael García Bernal, Antonio Banderas, Salma Hayek, the so-called "Three Amigos" directors — Alejandro Gonzalez-Iñarritu, Guillermo del Toro and Oscar-winner Alfonso Cuarón — Penelope Lopez and Javier Bardem, Sofia Vergara, Jennifer Lopez, Robert Rodriguez, George Lopez. Only the last three individuals on that list were born in the U.S. The rest migrated to the U.S. after making a name for themselves in their home countries.

The perception that Latin American and Spanish stars are given preference over U.S.-born Latinos has long generated grumbling among the U.S. Latino creative classes. Film scholar Laura Isabel Serna believes that Hollywood's embrace of directors and actors of Latin American or Spanish origin is related to the industry's lingering discomfort with issues of discrimination and exclusion.

"I have a colleague who calls them 'white brown people,' " she says. "They are more palatable to the industry so they don't have to deal with the messiness of history and identity politics."
Luna has noted that when he was shopping the project to U.S. studios, the first casting suggestion made was Spaniard Antonio Banderas, who — ahem — does not much resemble a very indio Chavez. But by Hollywood's logic of "bankability," Banderas equals recognition by Latino and non-Latino audiences, which equals more tickets sold. Never mind the idea that authenticity might also sell.

To Luna's credit, he cast U.S.-born Latinos — Michael Peña, Rosario Dawson, America Ferrera — for the biggest roles in the film. But when Hollywood looks for stars, it tends to look to film and telenovela industries outside U.S. borders.

Importing Latino diversity from Latin America is not a new practice in Hollywood. Film historian Clara Rodriguez points out that "Latino" stars up until the 1960s were often foreign-born. She said, "When you look at the older actors, they all came from Mexico: Dolores del Rio, Lupe Velez, Katy Jurado."

Rodriguez attributes that strategy to "good neighbor" policies that aimed to lure Latin American audiences to see U.S. movies to promote American culture and values abroad. But she believes that demographic changes have made that approach outdated: "Now some 60 percent of us are born here. Do you really need to keep importing?"
Film scholar William Nericcio sees the fight for inclusion as a multi-generational project.

"Hollywood is really inbred, and it takes as much time to move up the ladder as it takes to organize a grape strike," he says.
In the 1980s, it seemed that the Hollywood citadel had opened a crack for U.S.-born Latinos. Directors Gregory Nava and Luis Valdez were making well-received, even successful Latino-centric movies such as El Norte (1983) and the Ritchie Valens biopic La Bamba (1987). And when there was interest in making a biopic of Frida Kahlo, the patron saint of artsy Latinas, Valdez was picked as the director. But the project was shelved after protests over the casting of a non-Latina as Frida.

A Frida movie was made a decade later by the Mexican-Lebanese, former telenovela actress Salma Hayek. Hayek, part of the import crowd, gained credibility with many Latinos by producing the mega-hit comedy Ugly Betty.

Some feel that Hollywood's habit of green-lighting and highlighting immigrant Latinos will always come at the expense of homegrown talent. That it is a zero-sum game. But Nericcio disagrees. "The fact that we have cross-border collaboration between Chicanos and Mexican nationals, that's a good thing," he says.

And it may be inevitable. Cesar Chavez is as Chicano a project as it is Mexican. The director is Mexican, many of the scenes were filmed in Mexico and a substantial portion of the financing came from Mexican sources. All of that was also true for Instructions Not Included, the highest-grossing Spanish-language film ever distributed in the United States.

We used to just import actors and directors from Latin America. Now we import investment capital, too, and use it to make movies about Latinos in the United States.
Funny, no?

Who's Boosting Box Office Numbers? Report Says Latinos

by Kat Chow

Cesar Chavez pulled in $3 million in box office last weekend and did noticeably better in areas where the farmworkers' advocate was most active.

Courtesy of Lionsgate.

According to a recent report published by the Motion Picture Association of America, Latinos went to the movies in 2013 way more often than other ethnic groups in the U.S. relative to their population.

Last year, Latinos made up 17 percent of the population, but accounted for 32 percent of frequent moviegoers (that is, folks who went to more than one movie a month). Blacks represent 12 percent of the population and were 12 percent of frequent moviegoers in 2013. Asians (and other minorities) — who compose 8 percent of the population — were 7 percent of frequent moviegoers.

(Frequent moviegoers are a key metric for the movie industry today because most theater owners get much of their revenue from repeat business. Concession stands and the astronomical price of that bag of popcorn you bought is a part of that, no doubt.)

Credit: Alyson Hurt/NPR

In 2013's box office, whites were underrepresented overall, in part because of a high percentage of African-American and "other" moviegoers who purchased more tickets in 2013 than 2012. (The MPAA groups Asians with "others.")

Chris Dodd and John Fithian, who head the MPAA and National Association of Theatre Owners, said we're seeing these increases because of 2013's diverse roster of films, according to the Hollywood Reporter.

"The year 2013 in the U.S. brought the highest-grossing Spanish-language movie of all time with Instructions Not Included. Perhaps even more telling, more movies in 2013 featured more black actors in important roles that drove more patrons to the theaters," Fithian told theater owners at the CinemaCon convention. "That's why we saw substantial growth in moviegoing for African-Americans and other minorities."

But Instructions Not Included was just one film, and the trend of heavy Latino moviegoing goes back several years. In 2012, Latinos bought a quarter of all movie tickets sold, according to Nielsen data. Yet that same year, researchers at the University of Southern California found that of the 100 top-grossing films, only 4.2 percent of the speaking characters were Latino.

All this still doesn't get to why Latinos account for so much in box-office earnings. This Nielsen report says that Latinos are more likely than non-Hispanics to view heading to the movies as having some "positive cultural significance" — as a way to spend time with family or friends.

Since 2009, the number of Hispanic moviegoers has increased to 20 percent while the numbers of African-American and "other" moviegoers have stayed relatively the same. The percentage of white moviegoers has decreased slightly during that same period.

Credit: Alyson Hurt/NPR

If we want to break this down further, we can look to the top-grossing films of 2013. Man Of Steel, the reboot of Superman, drew in the most ethnically diverse audience. Its box office numbers show that 50 percent of Man Of Steel moviegoers were white, 15 percent were black, 16 percent were Latino and 19 percent were Asian or other.

Blacks, the MPAA reports, contributed 22 percent of the box office revenue for Iron Man 3.The Hunger Games: Catching Fire, on the other hand, had a more heavily Caucasian audience than the other blockbusters; whites contributed 64 percent of its box office earnings.

So what movies will draw ethnically diverse audiences this year?

Cesar Chavez is in the news lately and earned $3 million at the box office this weekend. The film, which critics have generally spurned, is still, like many other biopics, considered a "must-see." Deadline.com refers to the movie's reception as having "disparate results" and that it "lured a strong following in areas he was active." (Chavez is being shown in limited release at 664 theaters around the country.)

Earlier this year, I wondered if 2014 would be the year that folks stopped being shocked that people of color watch films. To make that point, I looked to films that had largely minority casts or were marketed to audiences of color. This report suggests that even more evidence is elsewhere.

We consider movies like Instructions Not Included and Cesar Chavez as indicators of Latino (or minority) moviegoing — but should we? The MPAA findings hint that the indicators for the power of the Latino audience are all over the box office, not just concentrated among "Latino" films.

Cesar Chavez Biopic Conjures a '¡Sí se puede!' Attitude for Latino Audiences

by Melissa Castellanos

History is hard to truly capture whether it be from word of mouth or literature, but when it comes to cinema, as a director you have a lot to contend with -- from creating the perfect backdrop, believable character portrayals and the flow of storytelling.  It's a monumental task -- especially when it comes to an American audience, which can be a little more critical and hard to please.

So if you want to check out the Cesar Chavez biopic, don't expect any Hollywood flashiness, but instead you can take a huge bite out of humble pie, learn a lot bit about Latino-American history and recognize the depths of dedication and sacrifice it took for the iconic farm worker, labor leader and civil rights activist to implement change.

Cesar Chavez, directed by the talented Mexican actor-turned director Diego Luna, hit theaters on Friday, March 28 (it premiered in New York City on March 17). Luna, who is most notably known for his roles in Milk and Y Tu Mamá También (directed by Oscar Award-winning, fellow Mexican director, Alfonso Cuarón) told the Latin Post the making of the film has "been like a dream."

"When you do a film, you are always hoping that when it's ready, there is always an audience for it. This film has shown that there are some many out there who want this story to be told," he added. "You want to make sure that these people get celebrated."

And a celebration it was, the film has a lot of heart put into it, from an acting to production standpoint -- not to mention that it has had a tremendous political pull, was screened at the White House, and it raises awareness to the plight of Latinos in the United States, where the fight for justice, workers' rights, immigration reform and humanity dignity is ongoing.

The backdrop set in northern Mexico gives a realistic setting of the fields of California in the 1960's where Chavez, an iconic labor leader fought for farmers to unionize, have better pay and work conditions. The film highlights the five-year grape strike and how Chavez helped create the National Farmworkers Association, which later became the United Farm Workers. His fight for equality, civil rights, political recognition and environmental justice reached far beyond farm workers and helped Latinos on a grander scale.

Michael Peña plays Cesar Chavez, America Ferrera plays his wife, Helen Chavez, Rosario Dawson plays Dolores Huerta, a labor leader and civil rights activist who co-founded the National Farmworkers Association, which later became the United Farm Workers, and John Malkovich plays a farm owner in the film directed by Diego Luna. 

How did the film do in the box office this weekend?

The film, which is playing at 664 locations, opened to $3 million this weekend, according to Box Office Mojo, which also points out that it could receive a boost today because it coincides with Cesar Chavez Day.

I was fortunate to get an inside look into the world of Cesar Chavez through the eyes of his son President and Chairman of the Cesar Chavez Foundation, Paul Chavez, who carries on his father's legacy as well as Arturo Rodriguez, who is the President of the United Farm Workers and director Diego Luna.

While some critics say that Luna "was earnest to a fault," and "the Chavez of the film is more saint than sinner, his complexities lost in sanding down the rough edges," Michael Peña, who plays Chavez, captures his quiet, humble soul and conjures a sense of vulnerability and desperation as he risks his life while fasting for the cause. 

Audiences will also see the toll that being a powerful leader, spearheading a movement takes on a family. While the "stand by your man" traditional role is emphasized by Helen Chavez, she is strong and feisty in her own right as she raises her family of eight children. 

"We were really happy the way she (America Ferrera) portrayed my mother. She had a lot of dignity, but with a lot of conviction," Paul Chavez explained.

"My mother -- it's pretty accurate portrayal of her -- she's a woman of few words, but tough. There's a scene where there is a big debate about should we join the strike or not." "Are we union, or not?" Helen Chavez says in the film.

Ferrera, who gave her all in the film, admitted, "There is a bit of pressure. She (Helen) was such an extraordinary woman and I wanted to do her justice. I have heard that she saw the film and that I got it right."

The relationship between Cesar Chavez and his oldest son, Fernando (Eli Vargas) parallels his father's movement, fasts and struggle to gain recognition. The sacrifice doesn't come without hardships, which is shown by his son's resentment. Some critics, may say this was "contrived," but I think it adds another human element to the story where the first-born is more impacted by his or her parents' life decisions.

Dawson, who plays Dolores Huerta is a beacon of strength, but she could have used a little more story time and character development, considering her important role in co-founding the National Farmworkers Association, which later became the United Farm Workers. 

"Rosario Dawson was so dynamic and energetic -- and that's Dolores Huerta," added Paul Chavez. 

As Voto Latino crusaders Dawson and Ferrera are both forces to be reckoned with --  both on and off screen.

Throughout the film, there are bits of news clips and flashes of the United Farm Workers' strikes and a powerful scene with Sen. Robert F. Kennedy (played by Jack Holmes), who backed Chavez and gave his support to the five-year grape strike -- he even joined the picket lines. 

The scene in the film captures Robert F. Kennedy's first trip to Delano, Calif. where he attends a public hearing on the standoff between striking grape picketers and law enforcement. The conversation and the ignorance got him heated. Holmes gives an impressive portrayal of Kennedy with a Massachusetts accent and all -- I can attest to this being from the state!

While questioning a sheriff who admitted to arresting the strikers who "looked like they were ready to violate the law," Kennedy fire back, saying "May I suggest that during the luncheon period of time that the sheriff and the district attorney read the Constitution of the United States?" 

"The casting -- they did a great job. They got Michael Peña that shares a lot of my father's physical characteristics," Paul Chavez  said  in an exclusive interview with the Latin Post.

"I want people to see this movie and understand visually, you don't have to be 6'2, have blond hair and a booming voice to be a powerful person -- you can be a small man, you can be a dark man and you can be humble, and your words can be powerful and motivating, so the casting of Michael fit that bill. My hope is that young Latinos will sit there and say that if someone like Cesar Chavez made a difference, then maybe I can," he said.

Watch Cesar Chavez in a theater near you, and you be the judge.

MyLingo translates hollywood films into Spanish

From EFE News Services

A new smartphone application called myLINGO provides a simultaneous dubbing service for Spanish-speaking people so they can hear in Spanish the soundtracks of films screened in English at movie theaters.

The service, winner of the 2013 Harvard College Innovation Challenge, will debut on March 28 with the premiere of the film "Cesar Chavez," even as its creators are in contact with leading Hollywood studios to expand their catalogue of dubbed feature films, myLINGO said in a statement.

The myLINGO app is free, but downloading audio files will have a cost that the company describes as "a small fee."

The user, who will need headphones and an Android (Google) or iOS (Apple) smartphone, will have access to the official dubbing approved by the studio and which automatically synchronizes with sequences on the screen by means of sound-recognition technology.

The app was developed by two first-generation American brothers, sons of Polish immigrants, and its first goal is to offer dubbing in Spanish in the United States.

"myLINGO has partnered with Pantelion Films to bring together, for the first-time-ever, bilingual multi-generational families to enjoy an unprecedented movie experience," the company said.

Up to now the app has only been used as a demonstration of its dubbing system applied to a trailer of the movie "Despicable Me 2."

"Cesar Chavez" will be the first movie to be included in its catalogue.

The myLINGO app has the support of United Talent Agency CEO Jeremy Zimmer, among other Hollywood figures.