“Every man carries a bit of the personality of the Latin lover inside. If you have the energy, if you have the inner self-confidence, you can be a Latin lover. It’s not a stereotype. It’s a way of living!”
— Eugenio Derbez on his role as Maximo in “How to Be a Latin Lover”
It was a sensational opening weekend for HOW TO BE A LATIN LOVER at the box office. The bilingual comedy lead by Mexican comedy titan Eugenio Derbez, Salma Hayek, Rob Lowe, Kristen Bell and a multi-cultural/multi-generational ensemble cast debuted in second place with $12 million from just 1,118 theaters. With Latinos comprising an overwhelming 89% of the audience and a “A” CinemaScore grade, this “Latin Lover” has plenty of seduction power and swagger to fuel its momentum.
My colleagues at Monkey Deux, Inc. and I had the distinct privilege of working on the campaign for HOW TO BE A LATIN LOVER, crafting the broadcast and online publicity materials that began during production last Spring 2016 in Los Angeles. It is by far the most entertaining film that Pantelion Films, the Latino division of Lionsgate (with Televisa) has produced and perhaps the most enjoyable project we’ve collaborated on to date.
As an American-born Latino in Hollywood, the opportunities to work on films that reflected my Mexican heritage were far and few in between. Since my association with Pantelion began in 2013, the door that opened into this world of Latino entertainment has been one of the best things to ever happen in the near 25 years of my career. Meeting and working with some of the most formidable Latino artists working today continues to add an exciting layer to my role as a producer/interviewer. More, the chance to express myself in two languages has allowed for opportunities I never thought possible.
I had to share a little of the memorable experience in speaking with Derbez and Hayek about the making of HOW TO BE A LATIN LOVER, interviews which were used to create the featurette that is running online and the production notes given to the press covering the film. I’d like to see how any wall would dare to keep out the unbridled creativity and cultural pride shared by Derbez and Hayek. If anything, their recent appearances on several leading morning and late night shows translated into something for everyone to enjoy at the movies.
As we venture through a divisive time, where isolating those who are deemed not like “us” is acceptable, we need to continue to support diversity, especially in the arts. We all have stories to tell, stories that reflect our true face as a nation. You may not make films like HOW TO BE A LATIN LOVER your priority. However, sooner or later, all of our experiences and perspectives will grace the silver screen without being listed as a “special episode,” a “woman’s picture” or crafted for a “niche audience.” That’s how we can stop the walls and project a saner future for us all.
An excerpt from my production story on the making of HOW TO BE A LATIN LOVER with Derbez and Hayek below:
Following up the global success of Instructions Not Included in 2013 was no easy task for Mexican comedy superstar Eugenio Derbez, who wrote, directed and starred in what remains the highest grossing Spanish film in US movie history. Capturing that sort of lightning in a bottle twice can be elusive. Still, the timing of Instructions Not Included proved fortuitous, playing a role in further illustrating the importance of diversity in Hollywood-produced entertainment. Derbez opted to flex other creative muscles while patiently searching for the right project to tackle as a filmmaker, securing roles in such features as the recent hit Miracles From Heaven and the upcoming action drama Geostorm. Being able to choose the project that best fit his established comedy brand was a serious task, so when Derbez and his 3Pas Productions partner Benjamin Odell heard the pitch about an aging gigolo, they knew they hit pay dirt.
“I was looking for a script for me that could fit my accent, my audience, my age, my everything,” Derbez recalled with a smile. “What I loved about HOW TO BE A LATIN LOVER was the fact that we could play with this image of someone who is beautiful and handsome like Julio Iglesias or Enrique Iglesias or Ricky Martin. Maximo is really aging, probably in the worst years of his life, and I think that’s the funny thing about this character.”
Despite sharing a friendship that spans more than 30 years, Derbez and Oscar®-nominated actor/filmmaker and paisana Salma Hayek had often regretted that they’ve never had the chance to work together. That lifelong promise made good proved a formidable “get” for the film that all the filmmakers hoped would happen. As Sara, Maximo’s headstrong, burgeoning architect sister, Hayek said establishing that familial bond was hardly a stretch given her history with Derbez. (Fun fact: they share the same birthday of September 2.)
“I’ve been friends with Eugenio for a long time,” Hayek explained. “When I started my production company, one of the first ideas that I had was to do a show for Eugenio. But America was not ready yet, this was before Ugly Betty, to understand the power of the Latino market. We are very similar in many ways. I cannot think of a better fit for the characters than to be brother and sister. For me it’s a great opportunity to act in Spanish and to play a Mexican woman and to have fun, reliving a little bit our childhood. I got to relive my childhood in Mexico with a brother that in real life feels like a brother to me.”
For Derbez, other practical realites existed in wanting Hayek to join the cast, extending beyond the chance to work together. The duo even took to the recording studio later in the film’s post-production to capture their upbeat salsa version of the classic ballad “El Triste” for the soundtrack.
“It was an amazing good time because she’s lovable. She’s crazy. And she’s very creative. She’s always bringing new stuff. When we were acting in Spanish, we felt really good. It was like we weren’t even acting. We were like just playing around, like brother and sister. It’s not easy to find something like that sort of chemistry. It’s just so good to have two real Mexicans playing Mexicans because I’ve seen a lot of Hollywood films with supposed Mexicans that aren’t Mexicans. Another producer would have hired an actress from another place and probably some audiences wouldn’t be able to tell the difference. But for us you can absolutely tell when somebody has an accent from Colombia or Argentina or Spain. It was really important for us to have two real Mexicans portraying two Mexicans.”
Hayek further extolled the benefits of having a film populated by an ensemble of contrasts, which further enhances the humor found from the clashes of cultures and generations that are the film’s core.
“What’s great about the movie is that I think there’s going to be a lot of different audiences for this film,” Hayek said, “I liked the idea that in some ways Maximo also enjoys his job. It’s important to him to make these women feel special. It gives him joy. The minute they get older, they are abandoned or overlooked by society. I think that it’s a lovely quality of the character that is original in the film. Everybody gets to laugh about themselves in the way we laugh about the concept of the Latin lover. It has a lot of heart and that is extremely important. It’s a little naughty but it’s done in a clever way so that it can go over the kids’ heads, but there are still things they l get to enjoy.”
Shot on location throughout Los Angeles, Marino is proud that the film reflects more than just the iconic, glittering parts of the city audiences have come to enjoy on screen time and time again. Despite the often-raucous events that occur throughout the film, he wanted to make sure the face of the city was also a key player that was grounded in reality. The multi-cultural and bilingual sights and sounds of the city are also complimented by a soundtrack that includes a new recording from Grammy®-nominated star Carla Morrison.
“It was a blessing to shoot in L.A.,” Derbez added. “In this case, we could afford the luxury of shooting here. And it’s so good to see L.A. like it is.”
Timing again looks to be on the side of Derbez with the release of HOW TO BE A LATIN LOVER. In this era of exaggerated luxury and status symbolism, Maximo would feel right at home in the Instagram-documented age of certain reality TV “stars.” Derbez has worked hard to curate a comedy brand that’s ranks him as one of the top artists working in Mexico and Latin America today. While he’s made some inroads in the United States, HOW TO BE A LATIN LOVER did provide him with his first ever leading role in English. The actor-filmmaker admitted that the process was “tricky” at times, even prompting him to wonder if his type of comedy would translate into a different language.
“I come from the Hispanic world and we are broad,” Derbez exclaimed. “We’re big! In this movie, I go to places that I’ve never been, but in a very contained way. It’s really been a learning curve. I feel so good about it.”
Upon seeing the finished film, Derbez is more confident than ever that the strengths of the material and its message will play to the widest audience possible. It is one more phase of an overall plan to continue bringing a unique slate of projects that will not only redefine his own brand of comedy, but do away with the labels associated with being a specific type of entertainment.
“It came from an original idea and it became funnier and funnier every single day,” Derbez concluded. “I’m so proud of it because it’s really different. We’re breaking all the stereotypes. Every time I work, whether it’s on my TV shows or my films, I love putting something for everyone. I like to work for the entire family. This feels really fresh and different. It also has such a nice and important message. Money’s not the only thing that’s important in life. Maximo had everything. Cars, yachts, helicopters, planes. He lived in huge mansions, but he does realize that life is about something else. Life is about family, about love, about taking care of each other. That’s one of the best things the movie has to offer.”
HOW TO BE A LATIN LOVER is now playing citywide.