Case Studie - Death Sentence

Theatrical Release: August, 2007.
DVD Release: January, 2008.

HISPANIC PUBLICITY CASE STUDY

Reyes Entertainment worked with 20th Century Fox Filmed Entertainment on the theatrical release of the film “Death Sentence” starring Kevin Bacon in August, 2007 and with 20th Century Fox Home Entertainment on the DVD release in January, 2008.

Although the film did not have a Hispanic in a starring role or any major Hispanic storylines, Reyes Entertainment worked with FOX to devise appropriate messaging for the Hispanic demographic consistent with its core values of love of family and loyalty.

Reyes Entertainment translated the film’s tag line: “Protect What’s Yours” and mounted a Hispanic public relations and promotional campaign based on that theme. The campaign relied heavily on TV publicity, radio promotions and online outreach to a young, male demographic.

Reyes Entertainment also maximized its Hispanic outreach by working with Latino actor Hector Atreyu Ruiz, who played the minor character of “Heco” in the movie. Reyes found that Ruiz’s personal story was moving and inspirational and the agency presented him to the media as a personal profile opportunity.

Reyes was able to secure a profile on Ruiz in The Associated Press en Español as well as top national Spanish television programs such as Univision’s “Despierta America” and Telemundo’s “Al Rojo Vivo.”

Reyes replicated its strategy for the DVD release with equally successful results, which included personal appearances by Ruiz at local high schools as well as heavy use of DVD giveaways to support editorial coverage.

Reyes secured several million Hispanic media impressions for our client.