HBO Max announces HBO Max Pa’lante!, an audience initiative breaking down barriers for new voices and driving awareness to culturally relevant programming across HBO Max for Latinx audiences. Founded on the vision of empowerment, resilience, and hope, Pa’lante! (Forward) is a celebration of the ambicultural movement that embraces being both fully Latino and fully American without having to sacrifice any part of one’s identity.
The Pa’lante! launch includes the rebranding of the HBO Latino Twitter, Instagram, and Facebook social handles to @palantehbomax. To attract new viewers, transition old ones, and sustain the attention of both, HBO Max will take a three-pronged approach to the social launch of Pa’lante!:
- Introduce Pa’lante!, via the Pa’lante! sizzle reel that will help highlight key HBO Max programming for Latinxs. Plus, HBO Max Pa’lante! will unveil its Tapiz Manifesto on social, inspired by the warmth and vibrancy of U.S. Latinx vecindarios (neighborhoods). The animated tapiz (tapestry) — voiced by Cristela Alonzo and created by Latinx illustrators Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas — will also put into words the identity and voice of Pa’lante!
- Amplifying Pa’lante! with the editorial series Pa’lante Pa’Mi, which highlights different Latinx talent from HBO and HBO Max, as they explain what pa’lante means to them. Talent includes actor, writer, comedian Aida Rodriguez, writer and producer Cristela Alonzo, director Angel Manuel Soto (“Charm City Kings”), singer Joy from pop duo Jesse y Joy and lead singer Yotuel Romero from the Latin Grammy-winning group Orishas. These spots will roll-out throughout the year. We’ll also elevate Pa’lante! with various community partnerships.
- Moving Pa’lante! with an always-on evergreen editorial calendar on social. Amplifying, recognizing and championing Latinx stories with various themes throughout the year that will enhance brand perception and increase audience engagement.
Pa’lante! will expand the legacy of HBO Latino and, separately, the premium cable channel will continue to be available as part of an HBO TV subscription. Established in 2000, HBO Latino is a channel that has elevated award-winning original series from Latin America like Epitafios, Capadocia and Sr. Ávila, Spanish-language films from the U.S., Latin America, Spain and the Caribbean, Latin music concerts and artist specials including Shakira In Concert: El Dorado World Tour, A Tiny Audience, Kany García: So Yo En Vivo, Farruko: En Letra de Otro, and Havana Street Party Presents Orishas, original comedy shows under the Entre Nos: We Speak Comedy brand and more.
On March 25, Pa’lante! will host a series of virtual events to celebrate its launch, including an exclusive keynote, panels on the future of Latinx storytelling and musical performances.