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Mayor Eric Garcetti Launches “LA Collab” to Double Latinx Creatives in LA's Entertainment Industry

January 14th 2020

Los Angeles Mayor, Eric Garcetti announced the launch of a new non-profit initiative called "LA Collab" which aims to double Latinx talent, executives and creators with opportunities throughout the entertainment industry and strengthen Latinx representation in Hollywood by 2030.

Source: Leon Bennett/Getty Images North America)

Mayor Garcetti announced the LA Collab effort at a news conference Monday (Jan 13) at the Boyle Heights Art Conservatory. The new program is an initiative co-founded by Garcetti along with Beatriz Acevedo, founder of MiTu and president of Acevedo Foundation, and Ivette Rodriguez, president of the theatrical PR firm, AEM.

Eric Garcetti, Mayor of Los Angeles, speaks to the guest during Non Profit Launch Of "LA Collab" With Mayor Garcetti at The Boyle Heights Arts Conservatory on January 13, 2020 in Los Angeles, California.

The newly launched LA Collab has drawn the support of over 50 local leaders which include celebrities: Eva Longoria, J.J. Abrams, Eli Roth, Devon Franklin, Jason Blum and Zoe Saldana. Initial funders include the Annenberg Foundation, WarnerMedia and Endeavor Content.

Eva Longoria speaks during the Non Profit Launch Of "LA Collab" With Mayor Garcetti at The Boyle Heights Arts Conservatory on January 13, 2020 in Los Angeles, California

“As a Latina, I want to see more actors who look like me on-screen and behind the camera,” Longoria said in a release ahead of the press event this morning, which she attended along with the likes of Esai Morales, Edward James Olmos, Jim Gianopulos and Roth. “I started my own production company to create content from our community, and I became a director/producer to be in a position to hire people who look like me. With LA Collab, I want to open the door for many more Latinx creators and fuel the emergence of a better entertainment industry that elevates and celebrates the diversity and richness of my culture.”

According to a report by the MPAA, Latinos represent nearly 20% of the U.S. population and about 25% of the box office. In a recent study​ by USC Annenberg, Latino representation in the industry has remained stagnant and accounts for only 3% of leads and co-leads in movies. LA Collab will focus on reversing this trend by offering Latinx talent training and skill development and promote collaborations with Latinx creators and top producers, filmmakers, buyers, showrunners and industry allies.

Mayor Eric Garcetti

“The Latinx community is a growing force across LA’s economy, and our trademark industry should tap into that diverse pool of talent in our own backyard,” Garcetti said in a statement. “On big screens or small, in front of the camera or behind it, our studios, actors, directors, and producers inspire the world with the power of their creativity and imagination — and LA Collab will help bring new voices and dynamic storytellers into the fold by including and empowering the next generation of Latinx leaders.”

Entertainment leaders from the founding coalition supporting LA Collab include Eli Roth, who will provide access to emerging Latinx horror filmmakers via his digital platform, Crypt TV, while Lionsgate’s Pantelion Films and Pantaya, who will search for new bilingual voices for their latest projects.

LA Collab has also secured the following deals for the Latinx creative community:

A finance development deal for a feature script with Endeavor Content

A scripted proof of concept deal with WarnerMedia’s 150

A development deal for a documentary with Shine Global

A podcast development/pilot deal with Southern California Public Radio’s LAist Studios

A blind digital pilot deal with

LA Collab has partnered with The Latino Donor Collaborative (LDC) to complete a report summarizing the group’s achievements over the course of its first year, and track the progress of Latino representation with the development of a first-of-its-kind Database of Latino Working Talent in Hollywood as a master tool for LA Collab's success.

The LA Collab advisory committee will serve to support and amplify the initiative’s mission and projects. Members include:

  • Axel Caballero, WarnerMedia, VP, Talent Incubation and Artistic and Cultural Innovations

  • Deputy Mayor William Chun, Mayor’s Office of Economic Development

  • DeVon Franklin, Franklin Entertainment, President and CEO

  • Alexis Garcia, Endeavor Content, Partner

  • Ruben Garcia, Creative Artists Agency, Executive

  • Lorenza Munoz, The Academy of Motion Picture Arts and Sciences, Managing Director of Member Relations and Awards

  • Marlis Pujol, Producer

  • Genna Terranova, Amazon Studios, Head of Programming and Audience Development

  • Mary Vernieu, Betty Mae Casting, President

  • Other LA Collab supporters include:

  • Blumhouse Productions

  • Bad Robot


  • Hello Sunshine

  • Hispanic Heritage Foundation

  • National Association of Latino Independent Producers (NALIP)

  • National Hispanic Media Coalition (NHMC)

  • Sundance Institute

  • United Talent Agency

  • Women in Film

For more information on LA Collab and a full list of partners, please visit

Image Source: Leon Bennett/Getty Images North America) x The Big Magazine



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