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What: Boxing has experienced a rebirth of sorts in the American sports landscape, in part driven by Latinos’ continued affinity for the sport.
Why it matters: Brands, not just those most associated with fight sports, are more invested in boxing than ever, evidenced by mainstream marketers’ connection with network bouts and boxing-based TV shows and films.

“People have been saying boxing is dead for years, it’s an easy target. Yet every time there is a big fight where do the eyes and the dollars go? If it were dying, why would media companies and networks now doing streaming like ESPN and the others be spending and showing more? It’s because it is good content, and it’s not going anywhere.”

Those words by the retired undefeated champion, now commentator and entrepreneur, Andre Ward on “The Rich Eisen Show” (@RichEisenShowlast week are ringing truer than an opening round bell these days, as boxing more than any other fight sport, is really taking center stage again.

… [E]veryone likes a good fight, and if the platforms showing boxing can tell stories and build those fighters into larger than life heroes with a following, that’s great news for all.

In recent weeks we have continued to see a flood of big networks, from NBC (@nbcto FOX (@FOXTVto ESPN (@espn), up the ante in the fight game on the content side, both for traditional broadcast on the streaming side. Then you have the massive input of DAZN (@DAZN_USA) and its boxing-first entry into the market which is already leading to other sports rights relevance, along with the ever-present push of Showtime (@ShowtimeBoxing) and any series of both English and Spanish language niche platforms dedicated to both boxing and all sorts of fight sports, and the craze for growth seems pretty solid. The only hiccups are a longstanding boxing stalwart, HBO (@HBO), exiting the fight game at year end, and the real question of who the audience is. Also let’s not forget another nice boost for boxing comes next week with the release of CREED II (@creedmovie), right on the heels of EPIX relaunching “The Contender” (@TheContenderwith a live finale a week ago Friday.

Speaking of CREED II, the film, which had its premiere last week in New York, certainly won’t be lost in the mix to engage both the boxing and Latino audience, and help lift the sport and the brands looking to engage. Nike (@Nikeand ironically Jersey Mike’s (@jerseymikeshave a heavy presence in the film, and the marketing team went into the field to have not just college and professional teams like the New York Knicks (@nyknicksand Los Angeles Lakers (@Lakersand Rams (@RamsNFL) get a first look, they also worked with some elite boxers like the team at Brooklyn Boxing (@Brooklyn_Boxingand rising star and former super middleweight champion Caleb Truax to host screenings with inner-city kids as well.

The Portada Los Angeles Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

“The audience for this film is very wide, but there is no doubt that it will resonate with young Latinos, not just because of the fight scenes and the stars but because of the personal life struggles that the characters go through,” said director Steven Caple Jr. (@stevencapleJR), whose family has Mexican roots as well. “I learned a lot about boxing and the power the sport has in the Latino community today still, and we think this can really help the sport keep growing.”

On the brand side, those looking to engage in the marketplace, be it stalwarts like Modelo (@ModeloUSAand Tecate (@tecateshould get another boost from the resonance of the ring and all the places bouts big and small will be shown on every device in the coming months, but it also represents a lower cost and high impact opportunity for brands to toe dip into the marriage of Latinos and sports, a trip inside that is only matched or sometimes eclipsed by soccer with that audience.

Promising young Latino boxers like Mexicans Alex Saucedo, whose bout against WBO junior welterweight champion Maurice Hooker in Oklahoma City was live on ESPN last Friday, and Eduardo Hernandez from Mexico and Mario Barrios from San Antonio among a strong crop of up-and-comers keep interest high in the Hispanic community.

“Boxing’s big fights will always draw a crowd, we know that,” added veteran marketer and Columbia professor Chris Lencheski. “However what we are seeing is great content that plays to every screen and appeals to a very strong niche audience, both younger and older Latinos, that is readily available and very shareable. Maybe we missed that aspect of boxing content and thought it was old school. However one thing is clear, everyone likes a good fight, and if the platforms showing boxing can tell stories and build those fighters into larger than life heroes with a following, that’s great news for all.”

And great news even more importantly, for those involved in the fight game, be it the fictional kind on the big screen or real life on a smaller one streamed to millions.

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Cover Image: Brooklyn Boxing

What:Busca Corp., a digital entertainment network headquartered in La Jolla, California, has signed a multi-year license agreement with Rotten Tomatoes to launch Tomatazos.com, a Spanish language movie ratings and reviews site. Tomatazos.com went live on April 6th , 2015 in Mexico and will  later roll out to other Latin American territories. It will expand to Colombia, Chile and Argentina in 2016, and in 2017 it will go on to the rest of the region, except Brazil. For the US Hispanic market, the company will make use of Tomatazos.com in Spanish. “if there is any demand for a Hispanic version of Tomatazos, we may consider it”, but “it is rather a RottenTomatoes USA call,” says Ramon Toledo, Busca Corp.’s founder and CEO.
Why it matters: Entertainment Content, including movie reviews and advertising, belongs to the more profitable sectors of Digital Media. Busca Corp. also represents all CBS Interactive digital properties, in Mexico and LatAm for online advertising sales, including CNet en español.

tomatazos-Busca Corp., a digital entertainment network headquartered in La Jolla, California with offices in Silicon Valley, Tijuana, Mexico City, Bogota Colombia and Santiago Chile, announced that it has signed a multi-year license agreement with Rotten Tomatoes to launch Tomatazos.com, a Spanish language movie ratings and reviews site.

The website went live on April 6th , 2015 in Mexico and later roll out to other Latin American territories: it will expand to Colombia, Chile and Argentina in 2016, and 2017 will go on to the rest of the region, except from Brazil.

Regarding editorial, although Tomatazos.com is a Busca Corp. effort it is also supported by some RottenTomatoes2306cc5 original content, but “most of our content will be done at home and supported by other news portals through their reviews, as neither RottenTomatoes nor Tomatazos make their own movies reviews,”says Ramon Toledo, Busca Corp.’s founder and CEO (photo).

The Editorial content will be compiled by the two units Busca Corp has in Mexico. The Mexican and Latin American film content will be produced in Mexico  D.F, whereas all the U.S. films content will be done in Tijuana.

Tomatazos.com will sell all kinds of advertising, including banners, rich media, Pre-Rolls, skin advertising, depending on the client demands. But, according to Toledo, premieres, Spanish and DVD movies, Netflix content and Streaming are the categories that have the biggest potential. Toledo says that there is no guide to Netflix movies in Latin America. “TV series is another category we are planning to include. Our plan is to sell in Mexico, Chile and Colombia through Busca Corp. sales teams, ”he adds..

Tomatazos.com will sell all kinds of advertising, including banners, rich media, Pre-Rolls, skin advertising, depending on the client demands.

Tomatazos.com

Busca Corp. is launching Tomatazos.com using the company’s innovative platform technology, the same platform and technology the company uses for its flagship site LevelUp.com, which welcomes nearly five million unique visitors each month, and is Latin America’s #1 online video game community and social networking destination.

Creating a vast community of movie fans, Busca Corp. will integrate all of the latest social tools into Tomatazos.com. Busca Corp. has also hired a local team of talented reporters, editors and translators to produce an ongoing stream of unique regional content. It is all part of the company’s commitment to establishing the website as Latin America’s premiere destination for top quality film reviews, synopses, trailers, news original editorial and fan forums.

In addition to having rights to develop and manage Tomatazos.com’s editorial content, Busca Corp. will also oversee the property’s commercialization and monetization. In year one of the agreement, the company’s sales strategy will focus primarily on the Mexican marketplace. In year two, it will focus on Argentina, Chile, Colombia, and Venezuela. And in year three, it will roll out to additional countries across Latin America. Busca Corp. also represents all CBS Interactive in Mexico and LatAm for online advertising sales.They are 30 sites in total, excluding those in China and Korea.

“The Latin American film community is robust, and those filmmakers and fans are an important part of the worldwide film community,” commented Matt Atchity, the Editor-in-Chief of RottenTomatoes.com, which has a large and growing base of users across Latin America.

“We’re excited to add Tomatazos.com to our growing digital media portfolio,” commented Toledo Busca. “By aligning with Rotten Tomatoes, the leading brand in movie ratings and reviews, we will help movie lovers throughout Latin America discover the best Movie content from around the world. In light of Latin America’s immense untapped potential, we have set an aggressive expansion strategy for Tomatazos.com. However, I have no doubt that our hard-working and talented team will do what it takes to make it happen.”

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