On Wednesday, San Antonio-based Unico Communications announced a collaboration with the National Association of Latino Independent Producers (NALIP) and Gold House to promote “In the Heights” with community members in order to “catapult the representation of Latinx actor’s in future major productions.”
According to a news release, the group purchased ten local theaters to support the film. San Antonio Mayor Ron Nirenberg will address the community during the film’s opening night screening at Santikos Mayan Palace.
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When “In the Heights” opens this weekend in more than 70 theaters around the country, including one in San Antonio, it will have a multi-cultural audience.
Raymond Arturo Perez, a staff writer on Netflix’s Selena series’ second season, teamed up with fellow San Antonian Lindsey Villarreal to buy out a Sunday showing of the Jon M. Chu-directed picture, which is intended to be an exciting presentation of the Latino experience in upper Manhattan.
The duo spent more than $800 to buy every ticket in the downtown AMC Theater as part of the #LatinxGoldOpen, a joint effort by the Asian Americans and Pacific Islanders community and Latinos to assure the film’s opening weekend success.
NALIP Backed Gold House
According to Perez, the National Association of Latino Independent Producers (NALIP) backed Gold House’s #GoldOpen campaign for “Crazy Rich Asians,” a cultural touchstone for many in the Asian community. As the release date of “In the Heights” approached, the group contacted Gold House for advice on how to replicate the success of the previous album.
Gold House was “overjoyed” to collaborate with the Latino organization to help “In the Heights” gain traction. It is a first-time initiative for the two groups to demonstrate to studios the importance of diversity and inclusiveness.