Manny Ruiz of Minivela: “We Want To Be Recognized As Specialists In Family Content”

Minivela, the company led by Manny Ruiz and Carlos Ponce, recently finalized a partnership with Great American Media to develop, distribute, and market microdramas, as well as for the launch of Pure Flix Familia, set to debut later this year as a dedicated Spanish-language and bilingual destination focused on faith, family, and universal values—expanding Pure Flix’s mission.

DEVELOPMENT OF PURE FLIX FAMILIA

Ruiz told PRODU that Pure Flix has one of the fastest-growing streaming platforms in the U.S. and is now targeting Latin America. “They’re very interested in this angle because they’ve seen that their stories strongly appeal to Latinos. The data they have shows there was an appetite, especially among Latino users, for their content,” he said. He added that Minivela is adapting Pure Flix content—which has a more Anglo-Saxon angle—into Spanish for Latin America.

“In some cases, we are recreating those stories, not just from a language standpoint, but above all culturally. For example, if there’s a story about an American football player, we bring that story to soccer fields. We’re making adaptations with them, creating new IP for them, and we’re in a position of influence in distribution and marketing,” Ruiz noted.

“It is a great honor for Minivela to collaborate and produce alongside Pure Flix, as well as to contribute to the development of Pure Flix Familia—especially considering its position as a leader in the family and faith-based entertainment category. This partnership also reinforces our strategic focus on creating content not only for our own platforms, but also for other media companies that share our commitment to family-centered storytelling,” said Ponce.

Manny Ruiz, CEO, and Carlos Ponce, Co-Founder of Minivela

He added: “One of the best things about working with Pure Flix is that it allows me to play an important role in opening doors for other creators, writers, directors, actors, and musicians. This is a very special partnership, and I’m especially proud that it will truly elevate Latino creatives.”

Ruiz clarified that the content they are working on is not preaching-based or 100% faith-driven, “but they are family stories.” He cited Dennis the Menace as an example available on Pure Flix. “They are wholesome, clean programs. That’s the kind of content we promote.”

Ruiz explained that they have already presented Pure Flix with a selection of titles, both from Minivela and Pure Flix’s catalog, to adapt. They are tentatively planning to begin with one series and a group of six micro-dramas. “We are already actively pre-producing six,” he added.

A DEEP PARTNERSHIP

He emphasized that this is a very deep partnership. In its two years of operation, Minivela has become recognized as a family-oriented platform. “We love producing content that is accessible and doesn’t rely on the kinds of things often marketed to the Hispanic community—stories that are, in many cases, embarrassing. We don’t have to be purists or prudish, but often these are stories that make you uncomfortable that they’re being told and written that way,” he said.

Ruiz explained that it is beneficial for their brand partnerships that their content is safe.

“We are interested in highlighting the best of humanity, and I think this has come at the right time, because we are in a moment where Latino visibility in the U.S. is being challenged in different ways. It’s about uplifting Latinos with stories of redemption, forgiveness, mercy—things that are positive. That’s what we’re focusing on. Great narratives sell. That’s the challenge we have as a company and as partners of Pure Flix,” he said.

Ruiz could not yet reveal the brands that will join them in this new venture, but he mentioned recent work with Verizon and Warner Bros. Discovery. “There are others about to be announced. I’m also interested in entering the world of brands in Latin America. Once Pure Flix Familia launches, which is projected for the end of this year, we’ll help them work with brands as well. We’re also learning from them—they are masters. The founders of Pure Flix were leading executives at Hallmark Channel,” he noted.

Ruiz said they aim to be recognized as specialists in family content and to offer opportunities for Latino producers, actors, and directors without requiring them to compromise their values.

“I love that there is an outlet for this kind of content. We have a specialty, both for Pure Flix and others. For me, this initiative also marks a great beginning toward becoming a major producer in the U.S. and Latin America—whether in faith-based content or not—and for other production companies as well. I’m very interested in building more partnerships like the one we have with Pure Flix.”

CARLOS PONCE AS A PARTNER

Ruiz highlighted that his partner Carlos Ponce has a strong connection with his followers—he has around 12 million fans across his social platforms.

“It’s one thing to have millions of followers, but another to have a high percentage actively engaging with you—talking, interacting, even gossiping. And the majority of his audience is the sweet spot: women, from young girls to older adults. Carlos has a very diverse female audience—almost 85% of his followers are women. That’s something impossible to ignore,” Ruiz said.