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Hola Mexico 2012 Report

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S: Hola Mexico Film Festival 2012

1: Samuel Douek Festival Director | HOLA MEXICO FILM FESTIVAL Los Angeles 2012 The year 2012 saw a historic time for the Hola Mexico Film Festival. The festival received a record number of all denominates that matter to a film festival such as registered press, films, attendance, and sponsors. For the first time, the festival concentrated solely in the Los Angeles market, decision which quickly payed off in terms of building an audience and concentrating press and talent in one location. The festival invited more than 25 people from abroad including directors, actors, and producers. These individuals took part in various activities including press conferences, Q & As, television interviews, radio shows, and also interacted with the audience at our venue. The VIP guests participated in red carpet arrivals. Hence, substantial press was generated during the week of the festival. The programing of the festival managed to put together the best and most recent films from Mexico. We attracted a diverse audience,from children to film buffs, and everyone in the middle. The Montalban Theater became the home of the festival, opening its doors to more than 10,000 film enthusiasts. Once more, our community outreach program invited 12 non-profit organizations to be a part of the festival. Each NPO was gifted 200 tickets for them to sell or donate to help enhance their visibility and public relations. The directors of these community-based organizations, along with the film directors, addressed the audience before the start of each film. Our marketing campaign this year was a huge improvement from years past. We worked closely with ALMA DDB, one of US leading Hispanic advertising agencies to come up with the concept ADIOS CLICHÉS - HOLA MEXICO. The campaign saw a large budget video spot directed by Jorge Colon, a visual concept that was translated to our booklets, posters, and print campaign. There was also a catchy radio spot that was heard in 6 different stations in LA! From programming to volunteering, and from logistics to marketing, I'm proud to say the Hola Mexico Film Festival was truly the festival we dreamed to be. We have created this report to illustrate the festival as it happened. We hope this report conveys the grand merits of the festival along with its positive effect on our community. Sincerly, Samuel Douek

2: Teatro Montalban, May 24 - Opening Night

4: Feature Films

5: Hola Niños | Documentaries | 2 x 1 stories of México

8: Marketing Campaign Designed and executed by ALMA DDB. The campaign was designed with the idea to be fun, creative and authentic Mexican. Video directed by Jorge Colon (Sin Ella) | 181 spots in CineLatino Channel 2 million subscribers 89 spots in LATV 7,500+ Views on Youtube | Before every film started, our hero told the audience to better turn their phones off. Or else...

9: Festival Programs, 200,000 printed - 160,000 inserted in LA Weekly. - 40,000 distributed at LEALA, Jarritos st team, La Opinion newspapers, Mexican community groups, none for Profit organizations, cafés, etc. - available at the cinema. - distributed by our street teams throughout LA 3 weeks before festival.

10: 97.9 La Raza & 96.3 Latinos FM 56 (30 second) promotionals. 50 ticket giveaways. 96.3 kKXOL - 1,534,000 (AQH 2.4%) 97.9 LAX - 1,229,100 (AQH 2.1%) 93.9 Exitos FM, One Hundred (100) spots; Five (5) spots per day during festival. Exitos FM KXOS - 839,000 (AQH 0.9%) 105.5 La Que Buena ( KWIZ, KHJ, KBUE ) Each of the three stations played 4 (four) 30’’ spots throughout the day for 6 days. (23 - 28 MAY). A total of 72 spots. KBUE - 1,141,200 (AQH 2.7%) KHJ - 492,700 (AQH 1.4%) KWIZ - 379,300 (AQH 0.4%) *Average Quarter-Hour Persons (AQH Persons) The average number of persons listening to a particular station for at least five minutes during a 15-minute period.

11: Boys Will be Boys | LA OPINION Newspaper 80,000 ppd (16 ads)

14: Sponsorship Executions: Alaska Airlines Flight giveaway with KCRW and Mexico Tourism Board. Text To Win competition throughout the festival advertised on screen before each film. Table on lobby during the festival. Ford Cars on display on Vine St, 80,000+ cars everyday. Booth near cars to get customer information. Lounge in festival lobby and inside the theater with mobile phone charging station Cinepolis VIP seating in preferred location in cinema. With 12 VIP lounge chairs where sponsors, directors and celebrities enjoyed watching movies. So Cal Beverage Opening night bar in main lounge. Various bartenders, tasting and informative staff. Exclusive wine sold at cinema. Terra Fosil. Victoria Beer Exclusive beer sold at cinema, custom branding in bar and lobby of cinema. Tapatio Hot Sauce Tapatio sauce was available at all food vendors on Opening Night and placed next to the popcorn machine.

16: Slides on Screen before every film

17: Victoria Beer 30" | Terra Fosil 30" | Savages Trailer | Tapatio Hot Sauce 30" | Dish Latino 30" | The Redbury Hotel 30" | Alaska Airlines 30" | Mexico Tourism Board 60" | CineLatino 60" | Video advertising before every film

20: facebook | twitter | official website | Youtube

21: Non Profit Organizations The Hola Mexico Film Festival is proud to team up with NPO's to help reach various goals. The festival donates $20,000 in tickets for the organizations.

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