LA Collab increasing Latinx representation in Hollywood

Los Angeles’ Mayor Eric Garcetti launched LA Collab, an unprecedented effort to connect Latinx talent, executives, and creators to opportunities in the entertainment industry — and double Latino representation in Hollywood by 2030.

“Latinos are a powerful force in L.A.’s culture and economy, and our trademark industry should tap into the diverse pool of talent in our own backyard,” said Mayor Garcetti. “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 elevate new voices and empower the next generation of Latinx creatives.”

According to a report by the Motion Picture Association of America (MPAA), Latinos represent nearly 25% of the box office. Yet a recent study by USC Annenberg showed that Latino representation has been stagnant over the past dozen years, averaging roughly 3% of all leads and co-leads in motion pictures.

In 2020, LA Collab will focus on reversing this trend by helping Latinx talent develop their skill sets and promoting collaborations with Latinx creators and top producers, filmmakers, buyers, showrunners, and industry allies.

Garcetti co-founded LA Collab alongside Beatriz Acevedo, founder of mitú and president of Acevedo Foundation, and Ivette Rodríguez, president of AEM. Together, they kicked off the initiative with support from more than 50 leaders and organizations, including Eva Longoria, J.J. Abrams, Eli Roth, DeVon Franklin, Jason Blum, and Zoe Saldana. Initial funders include the Mayor’s Fund for Los Angeles, Annenberg Foundation, WarnerMedia, and Endeavor Content.